Season of sales in full swing as retailers aim to woo weary consumers
The moment political ads disappeared, retailers overtook the airwaves with their pitch to the masses: Holiday shopping season is here.
And it’s a frenzy for retailers. Santas made their debut at malls this week. Target shelves are full of “Wicked”-themed merchandise in anticipation of the movie opening this week. And discounts that started in October are in full swing.
Because Thanksgiving is the latest it can be on the calendar this year, the all-important final stretch of the holiday shopping season is six days shorter. The next two weeks — culminating with Black Friday and Cyber Monday — are even more important than in some other years for retailers from Best Buy and Macy’s to smaller local stores.
“Those big-box retailers pave the way for the season,” said Lindsay Koch, director of brand experience and stores for Minnesota apparel brand Waggle. “This year we started our holiday sale earlier than we ever have.”
While retailers and economists expect shoppers to make only modest increases in their holiday budgets, it still could be a record-setting year for holiday sales. The National Retail Federation predicts up to $989 billion, the best haul since 2019.