Supply constrained brands are in big trouble this year. Here's why.

There WILL be enough people with supply to support the demand, and demand is still high. And people will still give gifts right? But replacements are key. Replacements are what you could give instead of something you can't find.

Ultimately it could mean that sales you would have gotten are going to go to other venues.

For instance, if my local Macy's is out of stock and I can't give a sweater to someone, I can drop by the jewelry store and pick up some earrings. See? That's what I mean.

This is part of the reason I don't worry about sales volume this year, even in a supply constrained environment. People will find alternatives.

#ecommerce