Is November The New December For Retail?
Last month I posted a story about how Amazon’s Prime Day has helped move the BTS shopping season up from August to mid-July. Now we’re seeing a similar trend develop for holiday shopping thanks to eComm. According to comScore, more holiday shopping than ever is being done around the Thanksgiving weekend – which includes Black Friday and Green Monday. Every year a higher percentage of the total holiday online purchases is made during this five day period. As a result less purchases are made between Green Monday and the actual Christmas holiday. You can see the inverse relationship in the pair of charts below.
For retailers this trend boils down to go early or go home. If you depend on eComm these days (who doesn’t?), it’s imperative to be ready with the right offers going into Thanksgiving so you’re on point when consumers’ purchase intent windows are starting to open. As we learned from the BTS season, competitors like Walmart and Target, who successfully pulled the timing of their promotions up, saw a direct benefit to their bottom line. So who’s ready to play “beat the calendar” this November?