It’s a shorter holiday season. Does that matter?

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Does that matter?" /> <meta name="medium" content="news" /> <meta name="date" content="2024-11-19" /> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:domain" content="Retail Dive"> <meta name="twitter:site" content="@RetailDive"> <meta property="og:title" name="og:title" content="It’s a shorter holiday season. Does that matter?" /> <meta property="og:site_name" name="og:site_name" content="Retail Dive" /> <meta property="og:type" name="og:type" content="article" /> <meta name="article_date_original" content="Tuesday, November 19, 2024, 07:00 AM" /> <meta property="og:url" name="og:url" content="https://www.retaildive.com/news/short-holiday-season-thanksgiving-black-friday-consumer-behavior/732892/" /> <meta property="og:image" name="og:image" content="https://imgproxy.divecdn.com/oI3rpy2VCmk7n9nJBCa2BI2y8d1wFs8eXBUMAbx3La4/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp" /> <meta property="og:description" name="og:description" content="There are five fewer days between Black Friday and Christmas Day compared to 2023. Here’s how retailers — and consumers — are preparing themselves." /> <meta name="sailthru.date" content="2024-11-19T07:00:00" /> <meta name="sailthru.expire_date" content="2034-11-07T07:00:00" /> <meta name="sailthru.author" content="Caroline Jansen" /> <meta name="sailthru.image.full" content="https://imgproxy.divecdn.com/oI3rpy2VCmk7n9nJBCa2BI2y8d1wFs8eXBUMAbx3La4/g:ce/rs:fit:770:435/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp" />  <meta name="sailthru.image.thumb" content="https://imgproxy.divecdn.com/EjUKmYGnKdxOB4pfyxJTWqsAtO1Obpf75-cj_9YgtfE/g:ce/rs:fit:106:60/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp" />  <meta name="sailthru.description" content="There are five fewer days between Black Friday and Christmas Day compared to 2023. 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var trackOutboundRegisterLink = function (url) { ga('agg.send', 'event', 'event_register', url, 'Registered for event', {'hitCallback': function () { document.location = url; } }); }; // Not sure if this is being used? var trackOutboundWebsiteLink = function (url) { // No need to manually change document.location; website opens in new tab ga('agg.send', 'event', 'event_website', url, 'Visited event site'); }; </script> <script type="module" src="/static/js/dist/googleAnalyticsHelper.bundle.js?520216211124" ></script>  <link rel="preconnect" href="https://dev.visualwebsiteoptimizer.com" /> <script type='text/javascript' data-cfasync="false" id='vwoCode'> window._vwo_code || (function() { var account_id=796876, version=2.0, settings_tolerance=2000, hide_element='body', hide_element_style = 'opacity:0 !important;filter:alpha(opacity=0) !important;background:none !important', /* DO NOT EDIT BELOW THIS LINE */ f=false,w=window,d=document,v=d.querySelector('#vwoCode'),cK='_vwo_'+account_id+'_settings',cc={};try{var c=JSON.parse(localStorage.getItem('_vwo_'+account_id+'_config'));cc=c&&typeof c==='object'?c:{}}catch(e){}var stT=cc.stT==='session'?w.sessionStorage:w.localStorage;code={use_existing_jquery:function(){return typeof use_existing_jquery!=='undefined'?use_existing_jquery:undefined},library_tolerance:function(){return typeof library_tolerance!=='undefined'?library_tolerance:undefined},settings_tolerance:function(){return cc.sT||settings_tolerance},hide_element_style:function(){return'{'+(cc.hES||hide_element_style)+'}'},hide_element:function(){return typeof cc.hE==='string'?cc.hE:hide_element},getVersion:function(){return version},finish:function(){if(!f){f=true;var e=d.getElementById('_vis_opt_path_hides');if(e)e.parentNode.removeChild(e)}},finished:function(){return f},load:function(e){var t=this.getSettings(),n=d.createElement('script'),i=this;if(t){n.textContent=t;d.getElementsByTagName('head')[0].appendChild(n);if(!w.VWO||VWO.caE){stT.removeItem(cK);i.load(e)}}else{n.fetchPriority='high';n.src=e;n.type='text/javascript';n.onerror=function(){_vwo_code.finish()};d.getElementsByTagName('head')[0].appendChild(n)}},getSettings:function(){try{var e=stT.getItem(cK);if(!e){return}e=JSON.parse(e);if(Date.now()>e.e){stT.removeItem(cK);return}return e.s}catch(e){return}},init:function(){if(d.URL.indexOf('__vwo_disable__')>-1)return;var e=this.settings_tolerance();w._vwo_settings_timer=setTimeout(function(){_vwo_code.finish();stT.removeItem(cK)},e);var t=d.currentScript,n=d.createElement('style'),i=this.hide_element(),r=t&&!t.async&&i?i+this.hide_element_style():'',c=d.getElementsByTagName('head')[0];n.setAttribute('id','_vis_opt_path_hides');v&&n.setAttribute('nonce',v.nonce);n.setAttribute('type','text/css');if(n.styleSheet)n.styleSheet.cssText=r;else n.appendChild(d.createTextNode(r));c.appendChild(n);this.load('https://dev.visualwebsiteoptimizer.com/j.php?a='+account_id+'&u='+encodeURIComponent(d.URL)+'&vn='+version)}};w._vwo_code=code;code.init();})(); </script>  <script type="text/javascript"> function read_cookie(cookieName) { var re = new RegExp('[; ]'+cookieName+'=([^\\s;]*)'); var sMatch = (' '+document.cookie).match(re); if (cookieName && sMatch) return unescape(sMatch[1]); return ''; } var script = document.createElement('script'); script.type = 'text/javascript'; script.async = true; script.addEventListener('load', function(e) { // we only pass the template this context variable on newsposts let informaData = false; informaData = {"canonicalUrl": "https://www.retaildive.com/news/short-holiday-season-thanksgiving-black-friday-consumer-behavior/732892/", "pageIsSponsored": false, "pageSponsor": "", "contentAuthor": "Caroline Jansen", "contentPubDate": "2024-11-19 07:00:00", "pageID": "newspost 732892", "pageTitle": "It\u2019s a shorter holiday season. Does that matter?", "pageType": "article", "primaryTerm": "Marketing, Consumer Trends, Holidays", "secondaryTerm": "Brick-and-mortar, Consumer behavior"}; if (window.IIRISTracker) { var sailthru_id = read_cookie('sailthru_hid'); if (sailthru_id.length > 56) { sailthru_id = sailthru_id.slice(32,56); } var notProduction = 'False' === 'True'; var domain = 'www.retaildive.com'.split('.')[1]; // on non-prod environment, there is specific collector domain to send the data to. var cDomain = notProduction ? 'com-informa-prod1.mini.snplow.net' : 'c.' + domain + '.com' // removed .com previous line var cfg = { config: { td: {}, snowplow: { context: {} } } }; cfg.config.idsource = 'sailthruid'; cfg.config.snowplow.appId = domain; cfg.config.snowplow.cDomain = cDomain; cfg.config.td.lob = 'it'; cfg.config.td.domain = domain; cfg.config.snowplow.contentTagEnabled = !!informaData cfg.config.snowplow.context = informaData window.IIRISTracker.initConfig(cfg); window.IIRISTracker.setTrackingUID(sailthru_id); var irisEvt = new Event('trackerLoaded'); window.dispatchEvent(irisEvt); } else { window.addEventListener('trackerLoaded', function(evt) { if(window.IIRISTracker) { window.IIRISTracker.setTrackingUID(sailthru_id); } }); } }); script.src = 'https://static.iris.informa.com/widgets/v3.0/iris-t.js'; document.getElementsByTagName('head')[0].appendChild(script); </script> <script type="text/javascript"> jQuery.browser = {}; (function () { jQuery.browser.msie = false; jQuery.browser.version = 0; if (navigator.userAgent.match(/MSIE ([0-9]+)\./)) { jQuery.browser.msie = true; jQuery.browser.version = RegExp.$1; } })(); </script>  <script type="text/javascript" src="/static/js/jquery.simplemodal.divefork.min.js?093716120922"></script> <style> /* dynamic style overrides based on DB go here*/ </style> <meta name="sailthru.title" content="It’s a shorter holiday season. 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"addEventListener" : "attachEvent"; var eventer = window[eventMethod]; var messageEvent = eventMethod == "attachEvent" ? "onmessage" : "message"; // Build the site_logos object to be later referenced in house ads const site_logos = {}; site_logos['diveapi'] = { domain: 'diveapi', site_name: "API Site", alt_text: "API Site logo", is_current_site: false, white: { png: "None", svg: "None", }, black: { png: "None", svg: "None", } }; site_logos['agriculturedive'] = { domain: 'agriculturedive', site_name: "Agriculture Dive", alt_text: "Agriculture Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/agriculture_black.svg", } }; site_logos['automotivedive'] = { domain: 'automotivedive', site_name: "Automotive Dive", alt_text: "Automotive Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/automotive_black.svg", } }; site_logos['bankingdive'] = { domain: 'bankingdive', site_name: "Banking Dive", alt_text: "Banking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/banking_black.svg", } }; site_logos['biopharmadive'] = { domain: 'biopharmadive', site_name: "BioPharma Dive", alt_text: "BioPharma Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/biopharma_black.svg", } }; site_logos['cfo'] = { domain: 'cfo', site_name: "CFO.com", alt_text: "CFO.com logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfodotcom_black.svg", } }; site_logos['cfodive'] = { domain: 'cfodive', site_name: "CFO Dive", alt_text: "CFO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cfo_black.svg", } }; site_logos['ciodive'] = { domain: 'ciodive', site_name: "CIO Dive", alt_text: "CIO Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cio_black.svg", } }; site_logos['constructiondive'] = { domain: 'constructiondive', site_name: "Construction Dive", alt_text: "Construction Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/construction_black.svg", } }; site_logos['cstoredive'] = { domain: 'cstoredive', site_name: "C-Store Dive", alt_text: "C-Store Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cstore_black.svg", } }; site_logos['customerexperiencedive'] = { domain: 'customerexperiencedive', site_name: "CX Dive", alt_text: "CX Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cx_black.svg", } }; site_logos['cybersecuritydive'] = { domain: 'cybersecuritydive', site_name: "Cybersecurity Dive", alt_text: "Cybersecurity Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/cybersecurity_black.svg", } }; site_logos['educationdive'] = { domain: 'educationdive', site_name: "Education Dive", alt_text: "Education Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/education_black.svg", } }; site_logos['esgdive'] = { domain: 'esgdive', site_name: "ESG Dive", alt_text: "ESG Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/esg_black.svg", } }; site_logos['facilitiesdive'] = { domain: 'facilitiesdive', site_name: "Facilities Dive", alt_text: "Facilities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/facilities_black.svg", } }; site_logos['fashiondive'] = { domain: 'fashiondive', site_name: "Fashion Dive", alt_text: "Fashion Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/fashion_black.svg", } }; site_logos['fooddive'] = { domain: 'fooddive', site_name: "Food Dive", alt_text: "Food Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/food_black.svg", } }; site_logos['grocerydive'] = { domain: 'grocerydive', site_name: "Grocery Dive", alt_text: "Grocery Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/grocery_black.svg", } }; site_logos['healthcaredive'] = { domain: 'healthcaredive', site_name: "Healthcare Dive", alt_text: "Healthcare Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/healthcare_black.svg", } }; site_logos['highereddive'] = { domain: 'highereddive', site_name: "Higher Ed Dive", alt_text: "Higher Ed Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/highered_black.svg", } }; site_logos['hoteldive'] = { domain: 'hoteldive', site_name: "Hotel Dive", alt_text: "Hotel Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hotel_black.svg", } }; site_logos['hrdive'] = { domain: 'hrdive', site_name: "HR Dive", alt_text: "HR Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/hr_black.svg", } }; site_logos['k12dive'] = { domain: 'k12dive', site_name: "K-12 Dive", alt_text: "K-12 Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/k12_black.svg", } }; site_logos['legaldive'] = { domain: 'legaldive', site_name: "Legal Dive", alt_text: "Legal Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/legal_black.svg", } }; site_logos['manufacturingdive'] = { domain: 'manufacturingdive', site_name: "Manufacturing Dive", alt_text: "Manufacturing Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/manufacturing_black.svg", } }; site_logos['marketingdive'] = { domain: 'marketingdive', site_name: "Marketing Dive", alt_text: "Marketing Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/marketing_black.svg", } }; site_logos['medtechdive'] = { domain: 'medtechdive', site_name: "MedTech Dive", alt_text: "MedTech Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/medtech_black.svg", } }; site_logos['mobilemarketer'] = { domain: 'mobilemarketer', site_name: "Mobile Marketer", alt_text: "Mobile Marketer logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/mobilemarketer_black.svg", } }; site_logos['multifamilydive'] = { domain: 'multifamilydive', site_name: "Multifamily Dive", alt_text: "Multifamily Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/multifamily_black.svg", } }; site_logos['packagingdive'] = { domain: 'packagingdive', site_name: "Packaging Dive", alt_text: "Packaging Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/packaging_black.svg", } }; site_logos['paymentsdive'] = { domain: 'paymentsdive', site_name: "Payments Dive", alt_text: "Payments Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/payments_black.svg", } }; site_logos['pharmavoice'] = { domain: 'pharmavoice', site_name: "PharmaVoice", alt_text: "PharmaVoice logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/pharmavoice_black.svg", } }; site_logos['proformative'] = { domain: 'proformative', site_name: "Proformative", alt_text: "Proformative logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/proformative_black.svg", } }; site_logos['restaurantdive'] = { domain: 'restaurantdive', site_name: "Restaurant Dive", alt_text: "Restaurant Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/restaurant_black.svg", } }; site_logos['retaildive'] = { domain: 'retaildive', site_name: "Retail Dive", alt_text: "Retail Dive logo", is_current_site: true, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/retail_black.svg", } }; site_logos['smartcitiesdive'] = { domain: 'smartcitiesdive', site_name: "Smart Cities Dive", alt_text: "Smart Cities Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smartcities_black.svg", } }; site_logos['socialmediatoday'] = { domain: 'socialmediatoday', site_name: "Social Media Today", alt_text: "Social Media Today logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/smt_color.svg", } }; site_logos['supplychaindive'] = { domain: 'supplychaindive', site_name: "Supply Chain Dive", alt_text: "Supply Chain Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/supplychain_black.svg", } }; site_logos['truckingdive'] = { domain: 'truckingdive', site_name: "Trucking Dive", alt_text: "Trucking Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/trucking_black.svg", } }; site_logos['utilitydive'] = { domain: 'utilitydive', site_name: "Utility Dive", alt_text: "Utility Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/utility_black.svg", } }; site_logos['wastedive'] = { domain: 'wastedive', site_name: "Waste Dive", alt_text: "Waste Dive logo", is_current_site: false, white: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_white.svg", }, black: { png: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.png", svg: "https://d12v9rtnomnebu.cloudfront.net/logo/publications/waste_black.svg", } }; // Get the dive domain and return the dive logo object, or null if it doesn't exist in site_logos function getDivesiteLogoObject(link_url, alt_domain='') { let dive_domain; // Split link URL on 'adurl=' and take what comes after as the ad url const ad_url = decodeURIComponent(link_url.split('adurl=')[1]); // Split on . to get an array of hostname segments const dive_domain_array = new URL(ad_url).hostname.split('.'); // Retrieve the second to last element of the hostname array, which should always be the domain dive_domain = dive_domain_array[dive_domain_array.length - 2] if (alt_domain) { // If alt_domain has been specified, normalize it. i.e. "HR Dive", "http://hrdive.com", etc. => "hrdive" // This will override the link url's domain. dive_domain = alt_domain.replace(/\s+/g, '').replace(/^(https?:\/\/)?(www\.)?|\.com.*|\?.*|#.*/gi, '').toLowerCase(); } // Return the site logos object for this domain if it exists, or null if it does not if (site_logos[dive_domain]) { return site_logos[dive_domain]; } else { // Fallback logo const url_prefix = "https://d12v9rtnomnebu.cloudfront.net/divesite/responsive_ad_assets/small_logos/"; return { domain: 'industrydive', site_name: 'Industry Dive', alt_text: 'Industry Dive logo', white: { svg: url_prefix + 'industrydive-small-white.svg', png: url_prefix + 'industrydive-small-white.png', }, black: { svg: url_prefix + 'industrydive-small-black.svg', png: url_prefix + 'industrydive-small-black.png', } } } } eventer(messageEvent, function (e) { var key = e.message ? "message" : "data"; var data = e[key]; var eventName = data.message || 'ignore'; if (eventName == 'adContentAvailable') { var $ad_element; $ad_element = $('div').filter('[data-container-ad-unit-id="' + data.adUnit + '-' + window.dfp_visibility + '"]'); $ad_element.hide() var nativeAdEditorialSelector = '.sidebar .hybrid-ad-wrapper .native-ad-editorial'; var nativeAdEditorialExists = $(nativeAdEditorialSelector).length > 0; if ( nativeAdEditorialExists ) { $(nativeAdEditorialSelector).closest('.hybrid-ad-wrapper').addClass('native-ad-editorial-sidebar-border'); } // Inline homepage ad $('.feed-item-ad .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Editorial native ad sidebar // NOTE: must go before inline native ad to ensure correct location added $('.sidebar .native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); // Editorial native ad inline $('.native-ad.editorial a').each(function (index, element) { window.updateGamAdUrl(element, 'inline'); }); // Sidebar ad $('.sidebar .hybrid-ad-wrapper a').each(function (index, element) { window.updateGamAdUrl(element, 'sidebar'); }); } }, false); var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; googletag.cmd.push(function () { var desktopWidth = 1024; if (window.innerWidth >= desktopWidth) { window.dfp_visibility = 'desktop'; } else { window.dfp_visibility = 'mobile'; } var dfpDisplayConfiguration = { "prestitialEnabled": true, "leaderboardEnabled": true, "sidebarAdsEnabled": true, "visibility": window.dfp_visibility }; if (window.dfp_visibility == 'desktop') { if (typeof prestitialAds == 'object' && prestitialAds.pageIsPrestitialEligible()) { googletag.defineSlot('/21662595662/retaildive/retaildiveprestitial', [[500, 300], [640, 480]], 'paychekgoeshere').addService(googletag.pubads()); } if (dfpDisplayConfiguration.leaderboardEnabled) { googletag.defineSlot('/21662595662/retaildive/retaildiveleaderboard', [[970, 180], [728, 90], [970, 90]], 'dfp-leaderboard-desktop').addService(googletag.pubads()); googletag.pubads().addEventListener('slotRenderEnded', function (event) { if ((event.slot.getAdUnitPath() === '/21662595662/retaildive/retaildiveleaderboard' || event.slot.getAdUnitPath() === '/21662595662/retaildive/retaildiveleaderboard') && !event.isEmpty ) { $(window).blur(function () { if (document.activeElement === $('#dfp-leaderboard-desktop iframe')[0] || document.activeElement === $('#dfp-leaderboard-desktop iframe')[0]) { try { localStorage.setItem('leaderboard_signup_path', document.location.pathname); } catch (e) { // local storage could not be available due to privacy settings or something } } }); } }); } if (dfpDisplayConfiguration.sidebarAdsEnabled) { googletag.defineSlot('/21662595662/retaildive/retaildivehybrid1', [[300, 250], 'fluid', [160, 600]], 'dfp-hybrid1-desktop').addService(googletag.pubads()); } googletag.defineSlot('/21662595662/retaildive/retaildivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-desktop').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-desktop').addService(googletag.pubads()); } else { googletag.defineSlot('/21662595662/retaildive/retaildivehybrid1', [[300, 250], 'fluid'], 'dfp-hybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivehybrid2', [[300, 250], 'fluid'], 'dfp-hybrid2-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivehybrid3', [[300, 250], 'fluid'], 'dfp-hybrid3-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivehybrid4', [[300, 250], 'fluid'], 'dfp-hybrid4-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivethankyouhybrid1', ['fluid'], 'dfp-thankyouhybrid1-mobile').addService(googletag.pubads()); googletag.defineSlot('/21662595662/retaildive/retaildivethankyouhybrid2', ['fluid'], 'dfp-thankyouhybrid2-mobile').addService(googletag.pubads()); } googletag.pubads().setTargeting("topics", ["Marketing","marketing","Consumer Trends","consumer-trends","Trends","Holidays","holiday-shopping-season"]); googletag.pubads().setTargeting("tags", ["retail-tag-brick-and-mortar","retail-tag-consumer-behavior"]); if ((typeof divecounter !== "undefined") && (divecounter.getData().is_subscriber)) { 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</script> <div class="search-overlay"></div> <div class="page-wrapper"> <div class="page-inner-wrapper" id="skip-link-target"> <div class="row"> <div class="medium-10 medium-centered large-12"> <section id="main-content" class="main-content large-8 columns"> <link rel="preload" as="image" href="https://imgproxy.divecdn.com/LbV081MehNl07brCcja-b73f0ZrhOA7PU3KeYwe9WvE/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp" imagesrcset="https://imgproxy.divecdn.com/zGHVI8dpGZt4L6ElF9zzHSkn2dMhFIiw5Yv6TPJYUHE/g:ce/rs:fill:400:225:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp 400w, https://imgproxy.divecdn.com/XOL8xsVW-w1iiiHcB-PXfcwqJpcmqU_j09wSNii0sjk/g:ce/rs:fill:800:450:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp 800w, https://imgproxy.divecdn.com/LbV081MehNl07brCcja-b73f0ZrhOA7PU3KeYwe9WvE/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp 1200w, https://imgproxy.divecdn.com/tPc5Bz_CXYZASSdklBNK8z8KO7HZdI2PTFETQlqgSz8/g:ce/rs:fill:1600:900:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp 1600w" imagesizes="(min-width: 64em) 60vw, 100vw" alt=""> <article class=""> <div class="first-page-pdf">  <div class="printed-branding"> <span class="promoted-branded-copy">An article from</span> <img src="https://d12v9rtnomnebu.cloudfront.net/logo/printer_friendly/retaildive.jpg" alt="site logo"> </div> <div class="article-title-wrapper"> <div class="post-label-wrapper"> </div> <h1 class="display-heading-04"> It’s a shorter holiday season. Does that matter? </h1> <p>There are five fewer days between Black Friday and Christmas Day compared to 2023. Here’s how retailers — and consumers — are preparing themselves.</p> </div> <div class="byline"> <div class="article-byline"> <div class="date date-bottom-border"> <span class="published-info"> Published Nov. 19, 2024 </span> </div> <div class="byline-row "> <div class="author "> <div class="author-row author-row-flex"> <a href="/editors/cjansen/"> <img class="author-img-round analytics t-article-byline-author" src="https://d1b6lhn2ymmy1x.cloudfront.net/journalist-headshots/retail/jansen-caroline-circle-150x150.png" alt="Caroline Jansen's headshot"> </a> <div class="author-name author-name-with-headshot"> <a rel="author" href="/editors/cjansen/" class="analytics t-article-byline-author">Caroline Jansen</a> <span class="author-title">Editor</span> </div> </div> </div> <div class="social-share"> <ul class="social-icon-list"> <li> <a 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https://imgproxy.divecdn.com/LbV081MehNl07brCcja-b73f0ZrhOA7PU3KeYwe9WvE/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp 1200w, https://imgproxy.divecdn.com/tPc5Bz_CXYZASSdklBNK8z8KO7HZdI2PTFETQlqgSz8/g:ce/rs:fill:1600:900:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS8yX1RhcmdldF9Ib2xpZGF5LUItcm9sbF8yMDIzXzAxLmpwZw==.webp 1600w" sizes="(min-width: 64em) 60vw, 100vw" alt="A shopper with a handheld basket broweses a display of holiday items at Target." > </div> <figcaption class="inside_story_caption"> <span class="caption_text"> A shopper with a handheld basket browses a display of holiday items at Target. The company said it plans to do daily and weekly deal drops throughout the holiday shopping season. </span> <span class="source_text"> Permission granted by Target </span> </figcaption> </figure> </div> <div class="row"> <div class="article-large-12 columns article-wrapper"> <div class="print-wrapper"> <div class=" large medium article-body"> <div class="text-to-speech"> <button class="text-to-speech__button button"> <img class="text-to-speech__button__icon" src="/static/images/audio_icon.svg?482016190122" alt=""/> Listen to the article <span class="text-to-speech__button__audio-length">7 min</span> </button> <div class="text-to-speech__controls"> <audio controls class="js-text-to-speech" preload="none"> <source src="http://res.cloudinary.com/dmgi9movl/video/upload/q_1/v1731619259/news/text_to_speech/short-holiday-season-thanksgiving-black-friday-consumer-behavior_wsyxrv.wav" type="audio/mp3"> </audio> <div class="text-to-speech__controls__text"> This audio is auto-generated. Please let us know if you have <a href="/contact/">feedback</a>. </div> </div> </div> <p>Over the past several years, the timing of holiday deals has been pulled forward to start earlier in the season.</p> <p>Amazon, Target and Walmart even pegged their recent fall sales events as the kickoff<strong> </strong>to the holiday season. And this year, the early arrival of holiday sales might be more critical as retailers grapple with fewer selling days between Black Friday and Christmas Day.</p> <p>Despite Black Friday falling later on the calendar, the overall season is still expected to result in big sales for retailers. The National Retail Federation expects <a href="https://www.retaildive.com/news/nrf-expects-record-holiday-black-friday-christmas-sales/729983/">retail sales in November and December to rise between 2.5% and 3.5%</a> compared to last year, reaching up to $989 billion. Other firms have predicted similar increases, with <a href="https://www.retaildive.com/news/holiday-retail-sales-growth-projected-slow-deloitte/726937/">Deloitte projecting sales to grow by up to 3.3%</a> year over year and Forrester <a href="https://www.retaildive.com/news/holiday-retail-sales-reach-one-trillion/732912/">anticipating sales to grow</a> 3.7%.</p> <p>Here’s a look at how retailers — and consumers — are preparing for a shorter holiday season.</p> <div class="hybrid-ad-wrapper show-small hide-large"> <div class="hybrid-ad-inner-wrapper"> <div class="show-small hide-large"> <div data-container-ad-unit-id="/21662595662/retaildive/retaildivehybrid1-mobile"></div> <div id="dfp-hybrid1-mobile"> <script data-cfasync="false" src="/cdn-cgi/scripts/5c5dd728/cloudflare-static/email-decode.min.js"></script><script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'mobile' ) { googletag.display('dfp-hybrid1-mobile'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/retaildive/retaildivehybrid1'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-mobile'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <div class="hybrid-ad-wrapper hide-small show-large"> <div class="hybrid-ad-inner-wrapper"> <div class="hide-small show-large"> <div data-container-ad-unit-id="/21662595662/retaildive/retaildivehybrid2-desktop"></div> <div id="dfp-hybrid2-desktop"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'desktop' ) { googletag.display('dfp-hybrid2-desktop'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/retaildive/retaildivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <h3><strong>Early deals</strong></h3> <p>Like years past, major retailers kicked off their holiday promotions weeks before Halloween.</p> <p>In what started as a postponed Prime Day during the height of the pandemic, Amazon and others have routinely scheduled sales events during October to encourage consumers to start their shopping early.</p> <p>“For retailers, they are going to start the holiday early … sales start to come earlier and earlier, and they're going to have to be aggressive in making sure they get out there and get their first stab at shoppers’ money as quickly as they can,” Michael Brown, a partner and Americas retail leader at Kearney, said by phone. “They're going to have to be more aggressive to bring the masses out to the stores and the websites in the days that they do have, especially around the weekends.”</p> <p>And customers are responding. Thirty-two percent of U.S. shoppers <a href="https://www.retaildive.com/news/holiday-season-retail-shoppers-starting-before-november-consumer-behavior/727356/">planned to start their holiday shopping between July and October</a>, according to a September survey from Gartner. And more than a quarter of respondents said they’d start in November. </p> <p>“Consumers have been shopping sooner and October sales are expected to reflect this,” Howard Meitiner, managing director at Carl Marks Advisors, said in an email. “The holiday season is now a three-month event.”</p> <p>The sales have continued throughout the season with <a href="https://www.retaildive.com/news/amazon-holiday-beauty-sale-election-marketing/729711/">Amazon bringing back its annual beauty sale</a>, Walmart introducing a <a href="https://www.retaildive.com/news/walmart-plus-annual-fee-half-off-holiday-specials/731470/">host of deal days through Cyber Monday</a> and <a href="https://www.retaildive.com/news/target-early-black-friday-november-sale-weekly-daily-holiday-deals/731746/">Target launching an early Black Friday</a> sale. </p> <p>This year offers the shortest length of time between Black Friday and Christmas Day in five years, with only 26 days between the holidays — and Cyber Monday occurring in December this year. That may not be top-of-mind for shoppers, though.</p> <div class="hybrid-ad-wrapper show-small hide-large"> <div class="hybrid-ad-inner-wrapper"> <div class="show-small hide-large"> <div data-container-ad-unit-id="/21662595662/retaildive/retaildivehybrid2-mobile"></div> <div id="dfp-hybrid2-mobile"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'mobile' ) { googletag.display('dfp-hybrid2-mobile'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/retaildive/retaildivehybrid2'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-mobile'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <div class="hide-small show-large" id="desktop-inline-signup"></div> <p>“Consumers do not think in terms of the number of shopping days, because there are plenty of days for them to make their purchases,” Meitiner said. “There will simply be more concentration of spending as consumers use the days available to make their purchases.”</p> <h3><strong>Black Friday’s purpose</strong></h3> <p>For years, Black Friday was seen as the time to get the biggest deals of the season. The day was filled with scenes of shoppers lined up outside of stores looking to check key items off their holiday shopping lists.</p> <p>But Black Friday may not carry the same weight as in the past. </p> <p>With sales starting earlier, Kearney’s Brown described the period as, “‘Orange Friday’ as opposed to Black Friday because it does seem like the minute October passes us by, the sales will start.”</p> <p>While Black Friday itself will still see doorbusters on specific categories, like big-ticket items in electronics, for other categories, consumers are price-savvy enough now to know when to pull the trigger on purchases, regardless of when they go on sale during the season, according to Brown.</p> <p>“I see, in the industry, Black Friday being a shopping holiday, not necessarily the absolute best bargains available,” he said.</p> <p>In terms of where consumers will shop, it’ll be spread across channels. Over three-quarters of consumers said they would <a href="https://www.retaildive.com/news/consumers-shop-online-holiday-season/731018/">do more than half of their holiday shopping online</a> this year, according to an October Bain & Company survey of shoppers in the U.S., the U.K., Germany, Australia and other countries. But other research suggests stores remain important: About half of <a href="https://www.retaildive.com/news/holiday-shoppers-physical-stores-consumer-purchase-behavior/729832/">consumers plan to shop in stores</a> this holiday, according to an Experian report from last month. Among cohorts,<strong> </strong>baby boomers are the most likely to shop in stores, followed by Gen X, millennials and then Gen Z.</p><div class="show-small hide-large" id="mobile-inline-signup"></div><section class="storylines-carousel-wrapper hide-small show-large" id="desktop-carousel"></section> <p>“I think consumers are set in their ways,” Brown said. “Those who want to shop stores — to be able to touch, feel, compare products [and] to actually enjoy in some ‘shopper-tainment’ — will go shop in the stores. Those items that are really just brand name, specific items, where I can click and have it delivered and know exactly what I'm getting, will shop in mass online.”</p> <p>But as the season progresses — and delivery windows get smaller — consumers may opt to shop in stores.</p> <p>“With fewer days between Black Friday and Christmas, retailers will face increased pressure to ensure timely delivery, offer additional discounts, and adjust inventory levels,” said Darpan Seth, CEO of Nextuple, an omnichannel order management advisory and technology firm.</p> <h3><strong>Retailers’ response</strong></h3> <p>Aside from rolling out early holiday promotions, retailers should be adapting various strategies like offering seamless shopping experiences across multiple channels, improving inventory management, enhancing logistics and fulfillment to ensure timely deliveries and using personalized marketing, Seth said via email.</p> <p>On the marketing front, several retailers, including Old Navy, Foot Locker and Macy’s, have already introduced their holiday campaigns. And with the election over, those efforts will likely be heightened as <a href="https://www.emarketer.com/content/election-ad-spending-caused-cpm-surge">high ad prices come down</a>, experts said. Spending during the 2024 election period caused some brands to find alternatives — like Amazon and other retail media networks — as the cost to reach 1,000 viewers surged in channels like TV, according to EMarketer.</p> <div class="hybrid-ad-wrapper hide-small show-large"> <div class="hybrid-ad-inner-wrapper"> <div class="hide-small show-large"> <div data-container-ad-unit-id="/21662595662/retaildive/retaildivehybrid4-desktop"></div> <div id="dfp-hybrid4-desktop"> <script> waitToLoadAds.push(function() { googletag.cmd.push(function() { if (window.dfp_visibility == 'desktop' ) { googletag.display('dfp-hybrid4-desktop'); googletag.pubads().addEventListener('slotRenderEnded', function (event) { var adUnitPath = '/21662595662/retaildive/retaildivehybrid4'; var onProformative = false; if (onProformative && event.slot.getAdUnitPath() === adUnitPath && !event.isEmpty ) { var adUnitPathWithVisibility = adUnitPath + '-desktop'; var selector = '.pf-comments__ad-wrapper [data-container-ad-unit-id="' + adUnitPathWithVisibility + '"]'; if (!$(selector).closest('.pf-comments__ad-wrapper').hasClass('borders')) { $(selector).closest('.pf-comments__ad-wrapper').addClass('borders') } } }); } }); }); </script> </div> </div> </div> </div> <section class="storylines-carousel-wrapper show-small hide-large" id="mobile-carousel"></section> <p>As for the election itself, the outcome is unlikely to impact consumer behavior, according to Meitiner, adding that it’s “possible, given the anger and divisiveness of this election cycle, that consumers may be glad it’s over, which could lead to increased focus on making this holiday season more uplifting within their family group.”</p> <p>Instead, economic factors like inflation and interest rates could have a bigger impact on consumer sentiment, Seth added. Still, retailers are expected to have a strong finish to the year, despite Black Friday falling late in the season.</p> <p>“Tradition and history has shown each year, the holiday shopping season is a little bigger than the year before,” Brown said. “So I think we can count on a robust season of consumers out there shopping and making sure that they enjoy their holiday and then they'll deal with their credit card bills in January.”</p> </div> <div class="post-article-wrapper"> <div class="share-buttons"> <ul class="social-button-list"> <li> <a href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A//www.retaildive.com/news/short-holiday-season-thanksgiving-black-friday-consumer-behavior/732892/&title=It%E2%80%99s%20a%20shorter%20holiday%20season.%20Does%20that%20matter%3F" class="social-button analytics t-article-end-social-linkedin" title="Post"> <img src="/static/img/social_icons/article_page/linkedin.svg?092716141024" alt="Post to LinkedIn"> </a> </li> <li> <a 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Nominated for Prestigious 2025 Vendors in Partnership Award </div> <div class="pressrelease-footer-item__description"> <div class="pressrelease-footer-item__company"> <div>From Frank Mayer and Associates</div> <div class="press-release-date">November 20, 2024</div> </div> </div> </div> </a> <a class="pressrelease-footer-item__anchor analytics t-pr-edfooter-item" href="/press-release/20241113-argon-co-welcomes-new-senior-executive-to-lead-north-american-retail-prac/"> <div class="large-3 columns pressrelease-footer-item js-pressrelease" data-pressrelease-full-url="https://www.retaildive.com/press-release/20241113-argon-co-welcomes-new-senior-executive-to-lead-north-american-retail-prac/"> <div class="pressrelease-footer-item__title"> Argon & Co Welcomes New Senior Executive to Lead North American Retail Practice </div> <div class="pressrelease-footer-item__description"> <div class="pressrelease-footer-item__company"> <div>From Argon & Co</div> <div class="press-release-date">November 13, 2024</div> </div> </div> </div> </a> <a class="pressrelease-footer-item__anchor analytics t-pr-edfooter-item" href="/press-release/20241106-vssl-gear-elevates-the-outdoor-coffee-experience-with-new-partnerships-exp/"> <div class="large-3 columns pressrelease-footer-item js-pressrelease" data-pressrelease-full-url="https://www.retaildive.com/press-release/20241106-vssl-gear-elevates-the-outdoor-coffee-experience-with-new-partnerships-exp/"> <div class="pressrelease-footer-item__title"> VSSL Gear Elevates the Outdoor Coffee Experience with New Partnerships, Expanded Product Lines… </div> <div class="pressrelease-footer-item__description"> <div class="pressrelease-footer-item__company"> <div>From VSSL Gear</div> <div class="press-release-date">November 06, 2024</div> </div> <span> <img alt="VSSL Gear logo" class="pressrelease-footer-item__logo" height="50" loading="lazy" src="https://res.cloudinary.com/dmgi9movl/image/upload/dpr_2.0,h_50,w_50/v1730914399/press_release/assets/company_logos/VSSL_Logo_11-6_dbyziu.jpg" width="50"/> </span> </div> </div> </a> <a class="pressrelease-footer-item__anchor analytics t-pr-edfooter-item" href="/press-release/20241114-new-brand-benchmarktm-reports-from-videomining-aim-to-fill-missing-link-in-c/"> <div class="large-3 columns pressrelease-footer-item js-pressrelease" data-pressrelease-full-url="https://www.retaildive.com/press-release/20241114-new-brand-benchmarktm-reports-from-videomining-aim-to-fill-missing-link-in-c/"> <div class="pressrelease-footer-item__title"> New Brand Benchmark™ reports from VideoMining aim to fill missing link in CPG brand insights </div> <div class="pressrelease-footer-item__description"> <div class="pressrelease-footer-item__company"> <div>From VideoMining</div> <div class="press-release-date">November 14, 2024</div> </div> <span> <img alt="VideoMining logo" class="pressrelease-footer-item__logo" height="50" loading="lazy" src="https://res.cloudinary.com/dmgi9movl/image/upload/dpr_2.0,h_50,w_50/v1731602665/press_release/assets/company_logos/VideoMining_logo_17-05_copy_zz4ggf.jpg" width="50"/> </span> </div> </div> </a> </div> </div> </div> </section> <div class="row editors-pick-footer hide-small show-large"> <div class="columns medium-7"> <div class="row"> <div class="columns medium-12"> <div class="editors-pick-footer__title"> Editors' picks </div> <ul class="feed"> <li class="row feed__item"> <div class="medium-5 columns"> <figure class="feed__image-container"> <a class="feed__image analytics t-edfooter-edpicks-1" href="/news/is-big-lots-transformation-plan-enough-to-save-it/722589/"> <img class="" src="https://imgproxy.divecdn.com/4ybYhQGVqhvS4Ex4OstZLdht9nvZ5nsYOx3nM7CaXhU/g:ce/rs:fill:1200:675:1/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9CaWdfTG90c19zdG9yZWZyb250XzIwMjQuanBn.webp" width="1200" height="675" 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It’s a shorter holiday season. Does that matter? | Retail Dive