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Billions of Dollars Are at Stake in a Puzzling Holiday Shopping Season


It doesn’t matter much to retailers, who used the early holiday sales to try to dump products before most shoppers had even picked out their Halloween costumes. However it signaled that shoppers are motivated by deals, irrespective of what they’re for. After two years of limited discounts, shoppers are showing they’re willing to carry out for a bargain.

Brands are getting on board. “We made too many,” the bike maker Specialized said on its website, telling customers that they will “save BIG.”

Rakuten, an internet platform that gives deals and shopper rewards, said retailer participation in Black Friday and Cyber Monday promotions was the “biggest within the last three years.”

Natalie Rodriguez, 47, who works for the Indiana Department of Revenue, said the products on sale weren’t what she wanted to present for Christmas.

“I’m really cognizant of those deals which can be coming up straight away. I feel it’s a grab to see who gets my money first. Am I making the most of it because I perceive it was a deal?

“On the Amazon sale, I had 150 things in my cart and saved for later, but I didn’t see anything that’s comparable to what I might think is a Black Friday deal. Once I was a child, Black Friday was superlow-cost, like 80 or 90 percent off. Most of what I saw was 30 and 40 percent on some items. It’s like, ‘Nah, I’ll just pass,’ especially if it just isn’t an important item. Crest Whitestrips were a terrific deal, but I don’t need them straight away.

“All I got was a $50 gift card with a $10 bonus on it.”

For years, largely spurred on by Amazon, consumers got used to fast shipping — often in two days or less. The pandemic upended that. Driver and inventory shortages meant people needed to plan ahead.

This 12 months, industry experts don’t expect one other Shipageddon. There are good enough delivery and warehouse employees to fulfill demand. Shippers should have the option to deliver 110 million packages a day, almost 20 million greater than shoppers are expected to order, in line with ShipMatrix, a consultancy.

“Due to experiences of what has gone on with global supply chains in the previous few years, folks are stretching the vacation season over an extended period,” said Jamil Ghani, the vice chairman of Amazon Prime.

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