Holiday sales in November and December have averaged about 19% of total annual retail sales during the past five years, according to the National Retail Federation (NRF). Holiday sales can be more profitable because the increased volume of purchases comes without significantly increasing retailers’ fixed costs of doing business.
Although there are those who would say we have been stuck in a Ground Hog’s Day endless cycle of Cyber Mondays since the onset of the pandemic, Ecommerce already accounted for 20.9% of total holiday sales in 2019. “During the pandemic, online and other non-store sales have increased and retailers are planning for a greater portion of their sales to come from ecommerce this year,” adds the NRF. Over the 2020 holiday season, NRF expects that online sales will increase between 20%-30% this year to between $202.5 billion and $218.4 billion, up from $168.7 billion last year.
WKRP In Cincinnati also offers this cautionary tale of holiday marketing gone wrong. Batten down the hatches and have a happy Turkey Day!
