The Christmas season marks the start of a shopping frenzy for most consumers in the market as they seek to purchase gifts for the family, peers and colleagues for the occasions of Christmas and New Year. TheUKretail market as a result sees an increased volume of sales and turnover in this period. The retail industry specifically deploys specialist marketing strategies aimed at increasing the volume of sales through discounts and special offers in the UK.
The dissertation undertakes a study that compares the sales/ marketing strategies and the performance of the retail businesses during the Christmas season inUK. The two companies that have been targeted for the purpose of the study include Marks & Spencers and House of Fraser. The study examines the sales and growth performance of these two companies while also determining the marketing strategies that companies have used to facilitate their increasing sales.
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