Acute concerns about the cost-of-living shock are likely to bring a Christmas shopping season like no other, with consumers taking control into their own hands by front-loading their spending.

Retailers need to be thinking of front-loading their deals to meet earlier than ever shopping habits, so Black Friday itself has a real chance to become an altogether different event, one that builds connection and offers value to those coming into the store.

Tapping into nostalgia, creating an exciting in-store experience and spreading deals out could all be strategies. What’s important is that we change the tone and set a whole new Black Friday standard.