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Fewer Shopping Days after Thanksgiving Is a Good Thing for Retail

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Marshal Cohen

Chief Retail Advisor

The shorter shopping period between Thanksgiving and Christmas does not dampen consumer spending. Instead, it intensifies retail opportunity

  • Writer: Marshal Cohen
    Marshal Cohen
  • Nov 26, 2024
  • 2 min read

Updated: Jan 27

As the holiday season approaches, retailers and manufacturers are gearing up for a shorter shopping period between Thanksgiving and Christmas. However, this change in timing does not mean that consumers will have less holiday shopping to do. They still have the same number of friends and relatives to get gifts for. In fact, it presents an opportunity for marketers.


The good thing about fewer shopping days leading up to Christmas is that the frenzy level is intensified. More frenzy means more excitement and more impulse shopping. And impulse shopping is critical to retail growth, particularly at brick-and-mortar stores. While online shopping may be less affected due to shipping deadlines, the frenzy continues to build in physical stores. With fewer days to shop, consumers are more likely to make spontaneous purchases, contributing to retail growth during the holiday season.


The traditional pattern of holiday shopping has shifted, with three spending peaks separated by lulls. This new pattern emphasizes the importance of retailers and manufacturers hitting the right notes at the right time to engage consumers and outperform the competition. The first peak, with fall retail promotions, is already in the rear view. In this year’s Holiday Purchase Intentions Study, almost a third of holiday shoppers said they plan to wait until the Thanksgiving holiday weekend — the second peak — to start their holiday shopping. More than 20% of holiday shoppers won’t start until sometime in December — which this year includes Cyber Monday — creating the final peak just before Christmas.


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The shorter shopping period between Thanksgiving and Christmas does not dampen consumer spending. Instead, it intensifies retail opportunity. Retailers and manufacturers must strategize to capture the attention of consumers during the limited shopping days and make the most of this retail frenzy.


When there is less urgency to shop from a value-driven, deal-seeking consumer, with few hot products being sought out, the holiday timing frenzy becomes retail’s best friend.

About the author

Marshal Cohen is a nationally known expert on consumer behavior and the retail industry. He has followed retail trends for more than 30 years at Circana (formerly The NPD Group) and as the head of leading fashion and apparel manufacturers and major retailers.


As part of his work at Circana, Marshal leads many top firms in long-range and strategic planning sessions. He often utilizes motivational presentations to help launch corporate goals and kick-off meetings. Marshal is the author of two books, “Why Customers Do What They Do” (2006) and “Buy Me! How to Get Customers to Choose Your Products and Ignore the Rest” (2010).


In addition to his duties at Circana, Marshal is a member of several boards of directors and was appointed to the Cotton Board and American Apparel and Footwear Association (AAFA). He is also a guest professor at North Carolina State University’s Wilson College of Textiles, where he introduces students and faculty to techniques for analyzing and applying data. Marshal has been a guest lecturer at the Wharton School of Business, the Fashion Institute of Technology, and Savannah College of Art and Design. He has also twice been named to the Footwear News Power 100 list.


Marshal is a regular contributor to many major media outlets. He is frequently quoted in publications like The Wall Street Journal, The New York Times, and Women’s Wear Daily. Additionally, he appears on various television news programs, including “Today,” “Good Morning America,” and “CBS Sunday Morning,” and he has been a regular guest on Bloomberg TV and Radio. He is also a sought-after speaker at key industry events such as MAGIC, The Fairchild CEO Summits, The National Retail Federation’s (NRF) Annual Convention, and The American Apparel and Footwear Association’s (AAFA) Annual Executive Summit. Marshal was the only industry expert who appeared in the documentary, “God Save my Shoes,” produced by Caid Productions.


Marshal has held a variety of positions analyzing and interpreting Circana’s uniquely combined consumer and point-of-sale tracking services for the apparel, footwear, accessories, and sports industries. His career began in the training program at Bloomingdale’s, where he worked his way up to merchandise manager. From there, he became president of WilliWear and subsequently president of Stanley Blacker. He was also founder, owner, and president of Motive Marketing Group.


To reach Marshal Cohen for commentary, please email janine.marshall@circana.com.


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