Supply Chain Challenges Won’t Ruin the Holidays—but They Will Change the Retail Industry

It’s a bit of a Schrödinger's cat situation

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The National Retail Federation (NRF) projects holiday sales in the U.S. will increase 8.5% to 10.5% to as much as $859 billion in 2021 despite persistent supply chain bottlenecks. That’s in part because retailers like Walmart, Target and Lowe’s began stocking up “months ahead of schedule” to ensure they have sufficient inventory, per an NRF update on port congestion.

But this bottleneck is projected to last well beyond December 2021, which means it isn’t just a holiday 2021 issue.



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This story first appeared in the Nov. 15, 2021, issue of Adweek magazine. Click here to subscribe.