Two flukes in the calendar this year will challenge retailers when it comes to holiday revenues. Here is some advice from Bill Martin, founder of ShopperTrak, on how to maximize opportunities during the shorter selling season.
When the days grow shorter and the air starts to turn chilly, retail companies prepare for their hottest time of year. As they get ready for the holiday season, retailers will do well to keep three additional factors in mind:
u Adjust for the presidential election. Typically, retailers market heavily in October and early November to drive store foot traffic as the holidays begin. Early marketing efforts, however, will not go as far this holiday season.