Retail marketing experts are looking to spread out their holiday promotions even as the unforgiving fourth-quarter calendar compresses the season, according to an annual study by business services firm BDO USA LLC.
In a survey of chief marketing officers from 100 U.S. retail firms, including 11 of the nation’s largest 100 stores, exactly half said they would spread their promotions throughout the season. Thirteen percent said most of their holiday promotions would occur before Black Friday and another 13 percent identified the Thanksgiving/Black Friday weekend as the peak for their promotional efforts. Nearly one in six — 16 percent — said they had no special holiday promotions planned, while 7 percent said they would focus on late-holiday-season discounts.
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