How Small Retailers Can Keep Customers Coming Back, After the Holidays

DOUG BONDERUD | November 26, 2019

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Black Friday. Cyber Monday. Small Business Saturday. They’re all just around the corner, followed by strong holiday retail spending. Research firm Deloitte predicts the average household will spend $1,496 this season, with 60 percent of shoppers splurging more than $2,100 on gifts and other holiday purchases. The National Retail Foundation, meanwhile, forecasts increased sales throughout the holidays with total growth of about 4.2 percent over last year. The caveat? Holiday spending doesn’t hang around forever; according to historical data from the United States Census Bureau spanning the last 25 years, January and February are the lowest-volume retail months every year. For small business retailers, seasonal changes demand a dual approach to sales: collecting big data when shoppers are out in droves, then analyzing data insights to deliver during the postseason slump.

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