For many of you, holiday sales make up a great share of your total business. In some cases, we’ve seen the holidays contribute as much as 35%-38% of a retailer’s annual revenue. That’s a huge volume of sales to manage in a short period of time, and it requires strong and thoughtful preparation.
You should expect that holiday sales will continue to creep up earlier on the calendar. Merchants seeking to get an early read on consumer preferences will begin promoting deals right around Labor Day, when vacation zen is replaced by back-to-school and back-to-work urgency. Black Friday will again be Black November, encompassing the entire second half of the month.