“The shortened 2019 holiday shopping calendar is going to have a dramatic impact on consumer behavior and retailers’ bottom lines,” said Andrew Lipsman, principal analyst at eMarketer. “Every year, shoppers go into the season thinking they won’t procrastinate—but it still happens, and most don’t really get going until after Thanksgiving. When shoppers find themselves in a crunch, there are inevitably discretionary purchases getting squeezed, particularly items they buy for themselves.”
Retailers are understandably anxious about the shortened calendar and are looking at ways to make sure they don’t miss out on any sales.
More than half of US retailers polled by RetailMeNot said they were planning to offer deeper discounts than usual, and slightly fewer said they would run deals earlier in hopes of attracting consumers. Additionally, 44% of respondents planned to call out the shortened timeframe in their marketing messages.
Encouraging consumers to get an early start on their holiday shopping will be key for many retailers. According to an Episerver study conducted earlier this year, nearly a quarter of US digital shoppers begin their holiday shopping by mid-November. What's more, 35.7% don't get to it until December.