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Early sales a win for retailers?

EconoMeter panel weighs Black Friday strategies

Roger Showley, U-T SAN DIEGO

Friday, December 5, 2014

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Kelly Cunningham, National University System
Answer: YES

Any way businesses positively capture customer attention is good strategy. The holiday season is critical for most small- and mid-size retailers accounting for 20 to 40 percent of all yearly sales. Extended holiday promotions seem effective in generating shopper interest and sales, otherwise businesses would not use such tactics. As the holiday sales blitz starts earlier each year and companies employ questionable promotions to make Black Friday and other holiday “promotions” appear better than they really are, they will lose their effectiveness. When consumers catch on to this and the novelty of earlier sales promotions wears off, businesses will adapt other strategies.