The holiday season between Thanksgiving and Christmas was 26 days in 2019, its shortest possible length. This led to a high level of promotional activity and a lack of focused promotions, as apparel retailers sought to compensate for the shortened holiday season and to win mindshare.
In this Executive Insights, L.E.K. Consulting examines promotional activity across leading apparel retailers during the 2019 holiday shopping period (November and December), and points to several areas that retailers should consider fine-tuning for the 2020 holiday season.
Beauty & Personal Care
The Beauty of Nostalgia and Whimsy: Unlocking Delight in Beauty and Personal Care