Why Some Retailers Might Operate “Dark Stores” This Holiday Season

According to many retail industry analysts, the first holiday season of the pandemic has plenty of people nervous. You can expect plenty of reporting in the weeks to come about retail consumer behavior, how brands are adapting and what consumers really want.

One strategy some retailers may turn to is operating “dark stores” - physical locations that only handle online orders and are not open to the public. Macy’s is one of the first brands to try this, but it has big implications for malls and the rest of the industry. Particularly if it works.