Does a Shorter Shopping Season Between Thanksgiving and Christmas Affect Retail Sales?

TRICIA KING | November 13, 2019

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When compared with previous years, the 2019 holiday shopping season has six less days between Thanksgiving and Christmas. What does this mean for retailers? Does less time for shopping translate to stagnating sales? To find out, we did an analysis of holiday trends dating back to 2013, the last time Thanksgiving was so late on the calendar. We looked across multiple retail verticals, including home decor, children’s items, apparel, and electronics, and the results revealed an interesting trend that impacts how retailers should plan their holiday campaigns this year. People use Thanksgiving as their marker for when to start and finish their holiday shopping. Sales ramp up in the two weeks to three weeks prior to the holiday no matter which week it falls, but decline sharply if it falls earlier, and gradually if it falls later.

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Lidl US

Lidl is one of Europe's largest retailers and now the first stores are officially open in North America.Based in Neckarsulm, Germany, Lidl is represented in 30 countries worldwide and currently operates over 10,000 stores and more than 150 distribution centers in 28 countries.Lidl has a simple philosophy - we are focused on offering customers top quality products at the most competitive price in convenient locations.

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