In the run up to Black Friday and Christmas, there are always so many discounts and deals about, it's hard not to get caught up in it all, but here's a couple of things I have learnt in my 20 year career in retail, either as advice to retailers, or a warning to shoppers...

If you offer a product or service, your ultimate goal is to be relevant enough to your dream customer that they engage with, and invest in what you have to offer.

Trends - "a general development or change in a situation or in the way that people are behaving"

If you offer a product or service, your ultimate goal is to be relevant enough to your dream customer that they engage with, and invest in what you have to offer.