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How Much Does the "Holiday Shopping Season" Really Matter to Retailers?

Sourced from Stastista: https://www.statista.com/chart/11979/holiday-season-retail-sales/

Sourced from Stastista: https://www.statista.com/chart/11979/holiday-season-retail-sales/

It's no surprise that many retailers rely heavily on the "Holiday Season" to generate a significant percent of annual sales. But does this trend impact all categories and all types or retail the same way?

In-Store Purchases Still Have Their Place

Assuming sales were distributed evenly throughout the year, November and December would account for 17% of total sales for all retailers. So you might be surprised to learn that online retailers only generate 23% of their yearly sales during November and December - a mere 6% increase. It's a pretty interesting point given all of the buzz about online retailers being "brick and mortar killers". The reality is that many shoppers still prefer to experience a purchase in person. Retailers that give shoppers a reason to visit physical stores, by offering a unique "experience", will continue to survive - maybe even thrive.


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