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2018 was a year of unpredictability and unexpected consumer behavior related to holiday spending.
Holiday sales grew by 2.9% from the previous year but fell short of the National Retail Federation’s forecast which projected 4.3% to 4.8% growth year-over-year (YoY).
1 In addition, Q4 was a time of changing consumer behavior
where sales in the first half of the holiday season grew at a much higher rate (5.1%) compared to the second half of the season (0.9%).
2 Whether this behavior was unique to 2018 or an indicator of what’s to come, marketers
should take a good look at last year’s consumer preferences, shopping habits and attitudes toward each major Q4 holiday to make the most of the 2019 holiday season.
Holiday sales grew by 2.9% from the previous year but fell short of the National Retail Federation’s forecast which projected 4.3% to 4.8% growth year-over-year (YoY).
1 In addition, Q4 was a time of changing consumer behavior
where sales in the first half of the holiday season grew at a much higher rate (5.1%) compared to the second half of the season (0.9%).
2 Whether this behavior was unique to 2018 or an indicator of what’s to come, marketers
should take a good look at last year’s consumer preferences, shopping habits and attitudes toward each major Q4 holiday to make the most of the 2019 holiday season.
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