From Macy’s metaverse parade to Givenchy’s “Winter Wonderland,” holiday-themed metaverse experiences abound in the retail world this year.

In a season when consumers in the US alone are expected to spend up to $960.4 billion—and a year when excitement around the holidays is up (by 21 percentage points compared to 2021, according to McKinsey & Co.)—brands are focused on capturing the shopping spirit, and the attention of younger consumers.

But in 2023, the addition of Web3 to the holiday mix is an important change, according to Tim Dillon, SVP of real-time and virtual worlds at Media.Monks. “We’re certainly seeing, and have seen all year, a huge uptick in conversations with clients about…the value Web3 can bring them,” Dillon told Retail Brew.

The most wonderful digital time of the year

Neha Singh, former Google engineer and founder of experiential e-commerce platform Obsess, said that while most retailers are thinking about a year-round, longer-term metaverse strategy, the holidays are just as important in a virtual world as in traditional e-commerce or brick-and-mortar.

Brands are focused on engaging consumers and standing out across channels on a crowded stage, Singh said. “The biggest motivation for them is…how can we create something that’s differentiated and that, ultimately, is more memorable to consumers and will have a bigger impact?” she told Retail Brew.

• In November, Obsess paired up with registry platform Babylist on its third foray into the metaverse in the form of a holiday-themed virtual shopping experience: Babylist Land—Gifting Edition.
• For Babylist, the winter holidays are an opportunity to leverage metaverse experiences, chief growth officer Lee Ann Grant said. “With holiday shopping, it’s a discovery moment, and the metaverse is about discovery and exploring,” she told Retail Brew.

Keep reading here.—MA

When Tropicana introduced a cereal this year for pouring orange juice over instead of milk, Tropicana Crunch, maybe you thought it was a gag. Or maybe you just gagged. Either way, you may have weighed in about it on social media or Slack.

Brands often do this just to get some buzz, of course. But sometimes they do it to keep things interesting for retailers who like some novelty to liven up the shelves.

“Imagine the dilemma of these food manufacturers who have to show up every month or every quarter,” Edward McLaughlin, a marketing professor with a food-industry focus at Cornell University, told Marketplace. “And they say to the supermarket buyer, ‘Well, we have nothing going on this quarter, I just hope you buy more of our products.’”

Whatever the reason, 2022 was a year when food brands introduced some flavors and products that were truly bonkers, and collaborated with other brands you’d never expect. And yet, in all the chaos, some trends emerged.

I’ll not have what she’s having: In other 2022 cereal news, Kellogg introduced single-serve “instabowls” for some of its brands, where water is poured over the cereal. The bowls contain powdered milk, which is constituted by the water.

This year, Snoop Dogg introduced his Uncle Snoop’s brand of cannabis-infused onion rings, a product apt to both stimulate and satisfy the munchies.

But how high would you need to be before you start craving a Frenchsicle, a ketchup popsicle introduced by French’s this year? Or, for that matter, the nonalcoholic turkey broth beer from Busch? (Trick question: it’s for dogs.)

Keep reading here.—AAN

Today’s top retail reads.

Unlikely partnerships: Pasta manufacturer Barilla has introduced a new premium line, which was sold at Nordstrom’s restaurants and now is available on Amazon. Barilla recognized during its pandemic boom that there are more opportunities for elevated, at-home dining experiences. (Modern Retail)

The story of OJ: Disease and poor weather have led to a major reduction in orange production the past decade, and that means prices have gone up significantly. This year, orange juice prices have spiked 42%, leading to increased imports from Brazil and Mexico. (CNN)

If the shoe fits: Vans is attempting to bring its sales back to pre-pandemic levels by attracting Gen X and Millennial customers who may have opted to shop other brands, like Nike, for the sake of comfort. But Vans’s approach will also involve tapping into nostalgia and bringing back some retro designs. (Insider)

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The holiday season is one of the most significant moments for retailers, bringing in nearly $800 billion annually.

But what happens after the holiday rush? Many businesses enter a so-called “post-holiday slump,” which can pose a serious financial challenge if they’re not prepared to combat it.

Don’t let that happen to you. Download Retail Brew’s guide for quick tips on finding sales success in the new year.

The numbers you need to know.

News flash: People like free food, particularly seasonal and part-time workers who are working long hours during the holiday shopping rush.

Nearly two-thirds (65%) of workers said their decision to stay or return next year “would be positively influenced if they received free meals at work,” according to a survey from EzCater.

• Almost the same proportion (64%) of those surveyed said they’re at least somewhat likely to switch jobs to somewhere that does offer free meals.

The National Retail Federation expects 450,000–600,000 seasonal workers will be hired this year, and competition for those workers is fierce amid historically low unemployment.

• With 84% of those workers anticipating working overtime this shopping season, the offer of free meals “can be a smart business decision for employers to provide perks that show appreciation, and keep energy levels up,” according to the survey.

And retail executives have expressed they are willing to go the extra mile to hold on to these workers: 57% of executives said they’re willing to take “extraordinary” measures to retain talent, according to an Accenture survey.

Catch up on the Retail Brew stories you may have missed.

• What we learned about sustainability in fashion in 2022
• The most notable retail M&A deals of 2022
• Startup backed by an NFL cornerback has a new take on package-theft insurance