Ball State University Distinguished Professor of Free Enterprise, Dr. Steve Horwitz, says the holiday shopping season will look a lot different, this year.

It’s no mystery that the pandemic is the reason.

Horwitz says retailers are doing social distancing through time. “Nobody wants Black Friday to turn into the Black Plague,” he says, as many stores stretched Black Friday’s start back to early November, to keep foot traffic reduced.  Consumers could see those sales continue for several weeks, this year.  The day is called Black Friday as many stores begin holiday sales the Friday after Thanksgiving.  Retailers are said to come out of the red ink of slow sales in the months before the holidays, into positive sales figures, with profits symbolically noted in black ink.  Expanded curbside, contact-free, pickup is also a feature for 2020’s holiday retail season, as brick and mortar stores battle online retailers such as Amazon, and its delivery to the consumer’s door.

Santa Claus is even affected.

Horwitz assures children everywhere that Santa will still be bringing them gifts this year, but when they see him at a store, he says Santa will likely be at a distance away, behind a barrier, to keep the pandemic at bay.  But, Dr. Horwitz says, you can still talk with St. Nick to get your Christmas wish list heard.  He advises parents might need to make a reservation for their kids to see the jolly fellow at some businesses.

Horwitz says the pandemic could bring down several locally owned, mom-and-pop stores or boutique retailers, across the country.  He adds those businesses will need to rapidly increase sales, online, to stay afloat.  Most national chains, he believes, have the reserves to weather the viral storm.

Listen to Horwitz’ IPR Morning Edition interview on the audio app, below.

BSU President Geoff Mearns returns next Friday with another Ball State Pandemic Update.