Retail Coach Insights

Christmas Shopping Isn’t About Urgency Anymore, It’s About Control

As Christmas approaches, shoppers aren’t responding to louder countdowns or deeper last-minute discounts. They’re responding to something quieter: control. Control over timing, cost, decisions, and outcomes. This piece explores why late-December retail success now depends on reducing emotional load, simplifying choices, and designing experiences that help customers feel steady instead of rushed — and what this shift reveals about brand trust when it matters most.