Dear Vicki: How can small shops compete with big brands when it comes to marketing in busy shopping seasons?

"Over the decades I've seen a complete transformation in Christmas retailing. The festive season seems to start earlier every year, leading to an overwhelming sense of repetition and fatigue."

"Now that December 25 is in the rear-view mirror, it all feels overdone and jaded. I'm questioning if the increase in my marketing budget was worth it."

Read at Independent