Sept. 17, 2013
The shopper analytics provider ShopperTrak is forecasting a bit of a calendar conundrum for retailers, warning against a delay of the Christmas creep due to a shortened holiday season.
Retailers have a reduced window of time to capture peak holiday spending as only 25 days lie between Black Friday (Nov. 29) and Christmas this year, compared to 31 days in 2012. Typically, weekends are busy times for customers to visit stores and, unlike last year, consumers have only four (not five) full weekends to shop, the company said in the news release.
In addition, Hanukkah begins the day before Thanksgiving (Nov. 28), 11 days earlier than in 2012. While an early Hanukkah will not affect overall holiday sales, it will shift the time some retailers anticipate traffic increases. As a result, ShopperTrak expects promotions will begin as early as the day after Halloween — the very start of the holiday season.
"Nobody can afford to procrastinate," said ShopperTrak Founder Bill Martin. "Retailers must have their holiday marketing and operations ready to go when November begins, as consumers will be ready to take advantage of those deals."
Read more about marketing and merchandising.