Why Retailers Should Retire Holiday Shopping Season

“The retail industry has been disrupted in practically every way imaginable. It’s about time that retailers also rethink their approach to the holiday shopping season.”

In this article for Harvard Business Review, Denise Lee Yohn argues that the traditional holiday shopping super-sale model deserves some much needed revision. The ubiquitousness of information and the digital transformation of the economy have led costumers to demand more freedom over their shopping habits, and the boom and bust nature of the holiday season strains retailers’ ability to cope with enormous fluctuations in demand as well. Clearly, it’s time for a change.

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