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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.
瑪吉·莫蘭是愛荷華市一家名為“復興”的服裝店的經理，她認為疫情徹底改變了她的經營方式。因為她的店在大學城，所以假期前的幾個月通常是銷售旺季，疫情爆發前，學生和家長會在放假前到商店購買衣服和禮物。然而，今年愛荷華大學將在感恩節后實行全虛擬教學。由于他們所在的縣屬于新冠病毒高風險地區，莫蘭和店主希拉·戴維森決定關閉商店、親自購物，并將銷售全部轉移至線上。
"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.
莫蘭說：“病毒爆發前我們線上的銷售額可能還不到10%，而現在我們所有的庫存都在網上。我們一直在嘗試把我們的親身購物體驗復制到網上。為了實現這一目標，復興公司為顧客提供了一個定制節日禮盒的機會，顧客可以通過電子郵件、電話甚至視頻電話來制作禮盒。
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.
有些企業不僅在調整接觸客戶的方式，同時也在調整他們的銷售產品。蘇·貝亞茲特是布魯克林的一家古董店兼發廊Su'juk的創始人，對于他來說，在新冠期間的假日季，她需要調整庫存以滿足人們需求的變化。過去幾年，派對禮服、節日毛衣和所有帶亮片的東西都很搶手，但今年她囤的更多的是舒適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."
紐約疫情爆發時貝亞茲特的店鋪關閉了三個月。今年夏天重新開張后貝亞茲特增加了網上零售活動，還進行了街邊銷售。她在街上陳列了一排排的碎花連衣裙和五顏六色的外套，還在甲板上放了口罩和消毒劑供路過的人使用。節日前，她與當地花店合作在店外開設了一個彈出窗口，出售季節性的花環和花束以充分利用冬天來臨前有限的戶外時間——在感染病例激增迫使他們再次關門之前。貝亞茲特說：“我們正在創造性地為下一次停工做準備，但至少這一次我們知道自己該怎么做，我們仍在努力讓購物變得有趣。”
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