This Holiday Season Retailers Should Anticipate a Marathon, Not a Sprint

This Holiday Season Retailers Should Anticipate A Marathon, Not A Sprint - Gettyimages 1243765890 516691

Christmas came early this year.

Amazon’s Prime Early Access sale is currently underway, marking the first time the Seattle-based retail giant is hosting two Prime Day sales events in one year. And Amazon isn’t the only retailer to push its holiday sales early. This week, Target announced that its Black Friday deals would start rolling out three weeks early. Walmart is also currently offering a rollback sale through Thursday, October 13–seemingly as a direct competitor to Amazon’s Prime Early Access sale.

Why are holiday sales starting so early? It’s a chicken-egg situation: Retailers that have accumulated excess inventory due to supply chain shifts and changing consumer demand, while customers have started searching for early deals because of the pressures of inflation. As a result, businesses of all sizes are competing for customers who are likely to rein in their typical holiday spending–and that means that holiday promotions and sales are table stakes for the remainder of the…

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This article was written by Rebecca Deczynski and originally published on