How 'flexibility' could help retailers boost sales this holiday season

Holiday cheer has come early for U.S. retailers. The National Retail Federation (NRF) said that holiday season spending is expected to range between $979.5 billion and $989 billion, up from $955.6 billion last year. Experts believe that retailers who adapt quickly to consumer expectations will do particularly well despite five fewer shopping days between Thanksgiving and Christmas than in 2023, inflation, supply chain disruptions and other global macroeconomic factors.

"It all comes down to nurturing the personal relationship that consumers share with your brand," said Brandon Rael, Director and Consult Partner at Kyndryl. "That's why creating frictionless shopping experiences matters more than ever."

Here, Rael recommends four ways retailers can make the most of the year-end shopping surge.