By ethan.burton-Oracle on Nov 23, 2015
It is a Christmas story almost as old as Father Christmas himself. Your child – seemingly for months on end – has dropped hints about the toy that they absolutely must have this Christmas. You are left in no uncertain terms that if the said toy should not appear on Christmas Day there will be consequences. But then, of course, you go to the shops to find that they have sold out.
It is a horror that no parent wishes to face – but it is also something that consumer goods companies want to avoid at all costs. The run up to Christmas is, after all, the busiest shopping period of the year and if manufacturers can capitalise on it the rewards are vast. Take the example of the UK where shoppers this year are expected to spend £1bn in just one day. Even considering that particular day is Black Friday this is a mind-boggling sum.