Here’s How Retailers Can Make the Most of This Year’s Shorter Holiday Shopping Season

You’ll have one less weekend to grab consumer attention

Five different women walking with shopping bags
With fewer advertisers competing for eyeballs after the holidays, this time can be great to stand out. Getty Images

A late Thanksgiving this year means there are five fewer shopping days and one less weekend between Black Friday and Christmas than last year. In fact, 2019 has the shortest holiday season since 2013. That year, retailers front-loaded the holiday by starting promotions in early November, opened stores on Thanksgiving for the first time ever, kept brick-and-mortar stores open 24 hours the weekend before Christmas and launched online Black Friday deals on Monday and Tuesday.

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Vincent DeSantis is the industry manager at Facebook.