Was this Black Friday comment premature?

I wrote the following for RetailWire after what was clearly a successful Black Friday weekend wrapped into a big Cyber Week. What’s not so apparent (a week before Christmas) is whether the momentum held. It’s not unusual for a lull to set in during the first two weeks of December (and this year is no exception) but stores appear to be loaded with seasonal inventory ten days before Christmas. So here are some (possibly misguided) comments from early December:

Many stores’ promotional plans were put to bed a while ago, and positive results from last weekend will help them avoid last-minute scrambling. But it’s clear that their e-commerce sites provide opportunity for flexible promotional planning not available in print ads.

It’s equally clear that a big part of the success of last weekend’s sale events comes from the breadth of discretionary purchases. (The weekend shopping wasn’t all about electronics, for a change.) This bodes well for softlines merchants, especially the ones who are willing to be more flexible about their opening hours and who do a better job integrating their e-commerce and brick-and-mortar channels.


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