Gartner for Marketers Research

Insight Report February 26, 2020

Retail US: Holiday 2019

In a difficult retail climate, the holiday shopping season remains a critical period for brands to rebalance their books. With apparel constituting the single largest category online during the holidays, brands and retailers differentiate themselves through their online promotion of products and fulfillment guarantees to get gifts to customers by Christmas. In a year with a shorter shopping season between Thanksgiving and Christmas, understanding consumers’ day-by-day preferences and adjusting digital messaging is especially critical.

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