Buy “safe and early” during the holidays


Consumers begin their special Black Friday shopping as Macys opens at 5 p.m. on Thanksgiving Day on November 28, 2019 in New York City.

Bryan R. Smith | AFP | Getty Images

The leading trade group in the retail industry has a message to consumers ahead of the 2020 holiday season that will be unlike any other: Shop early to stay safe during the coronavirus pandemic.

The National Retail Federation announced on Tuesday the launch of its new advertising campaign, “Shop Safe, Buy Early. “

“In a year full of uncertainties, we encourage consumers to avoid the last minute stresses of the holiday season like long lines and shipping delays,” said Matt Shay, president and NRF CEO, in a statement. “Retailers are ready with inventory and sales, and there’s no reason to wait until Thanksgiving weekend to start shopping for gifts.”

The NRF offers online ads on social media, radio and television from October to mid-November, he said.

On Monday, the Centers for Disease Control and Prevention added shopping at crowded stores before, during or after Thanksgiving to their list of high-risk activities. The CDC also noted that shopping online rather than in person on Black Friday or the days after is less risky.

Retailers from Amazon to Target are pushing consumers to start shopping earlier than ever to avoid overcrowding in stores and hopefully to avoid a surge in last-minute online shopping that leads to shipping chaos. Companies like Walmart and Best Buy will launch deals next month. Amazon has also confirmed that its Prime Day offers, which previously took place in July, will start at midnight PT on October 13 and run through October 14. Target will also be hosting an offering event on these two days.

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