The last couple of years have been tough on the High Street. But that isn’t the impression you get when you look at what retail has in store this week.
Midnight Tuesday through to close of business Wednesday are ground zero, the biggest software release and most-hyped hardware launch delivering a never-before-seen one-two punch for stores.
And the onus now really is on shops to make this work. Publishers have gone to great lengths to raise the profile of many of the likely (and unlikely) Christmas hits.
Look at the money spent on Beckham, on PlayStation, on Kinect… even Def Jam Rapstar.
Publishers have raised the stakes, for potentially an all-or-nothing last Christmas gamble. It’s now up to retailers to turn beloved marketer phrase ‘purchase intent’ into cold, hard cash.