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For Maggy Moran, the manager of Revival, a clothing boutique in Iowa City, the pandemic has completely shifted how she operates. Since the shop is in a college town, the months leading up to the holidays have traditionally been big for sales; before the pandemic, students and parents would come to the store to buy clothing and gifts ahead of the school break. This year, however, the University of Iowa will be going all-virtual after Thanksgiving. And with their county's status as a hot spot for COVID-19 cases, Moran and shop owner Sheila Davisson decided to close the store for in-person shopping and move sales completely online.
玛吉·莫兰是爱荷华市一家名为“复兴”的服装店的经理，她认为疫情彻底改变了她的经营方式。因为她的店在大学城，所以假期前的几个月通常是销售旺季，疫情爆发前，学生和家长会在放假前到商店购买衣服和礼物。然而，今年爱荷华大学将在感恩节后实行全虚拟教学。由于他们所在的县属于新冠病毒高风险地区，莫兰和店主希拉·戴维森决定关闭商店、亲自购物，并将销售全部转移至线上。
"Before the pandemic, online sales were probably less than 10%," Moran said. "Now our entire inventory is online, and we've been trying to make our in-person shopping experience translate to the website." To aid in this, Revival is offering customers the chance to curate their own holiday gift boxes, which shoppers can build over an email, phone or even video call.
莫兰说：“病毒爆发前我们线上的销售额可能还不到10%，而现在我们所有的库存都在网上。我们一直在尝试把我们的亲身购物体验复制到网上。为了实现这一目标，复兴公司为顾客提供了一个定制节日礼盒的机会，顾客可以通过电子邮件、电话甚至视频电话来制作礼盒。
Some businesses are adjusting not only their way of reaching customers but also what they're selling. For Su Beyazit, the founder of Su'juk, a vintage store and hair salon in Brooklyn, navigating a pandemic holiday season has meant switching up her inventory to meet the change in what people are looking for. In past years, party dresses, holiday sweaters and anything with sequins would fly off the racks, but this year she's stocking more comfortable clothes and tried-and-true home goods.
有些企业不仅在调整接触客户的方式，同时也在调整他们的销售产品。苏·贝亚兹特是布鲁克林的一家古董店兼发廊Su'juk的创始人，对于他来说，在新冠期间的假日季，她需要调整库存以满足人们需求的变化。过去几年，派对礼服、节日毛衣和所有带亮片的东西都很抢手，但今年她囤的更多的是舒适的衣服和耐用的家居用品。
After closing her store for three months at the start of the New York outbreak, Beyazit has increased her online retail activity since reopening in the summer and also hosts sidewalk sales. Beyazit displays racks of floral dresses and colorful coats on the street, and keeps masks and sanitizer on deck for anyone who stops by. Ahead of the holidays, she's teamed up with a local florist for a popup outside the store to sell seasonal wreaths and bouquets in a bid to make the most of their limited time outside before winter—and before a spike in cases could force them to close shop again. "We're preparing for another shutdown creatively, but at least this time, we know what we need to do," Beyazit said, adding that for now, "we're still trying to make shopping fun."
纽约疫情爆发时贝亚兹特的店铺关闭了三个月。今年夏天重新开张后贝亚兹特增加了网上零售活动，还进行了街边销售。她在街上陈列了一排排的碎花连衣裙和五颜六色的外套，还在甲板上放了口罩和消毒剂供路过的人使用。节日前，她与当地花店合作在店外开设了一个弹出窗口，出售季节性的花环和花束以充分利用冬天来临前有限的户外时间——在感染病例激增迫使他们再次关门之前。贝亚兹特说：“我们正在创造性地为下一次停工做准备，但至少这一次我们知道自己该怎么做，我们仍在努力让购物变得有趣。”
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