With Prime Day now a July fixture, brands are seeking to engage the increasing number of year-round holiday shoppers who shop this way, whether to stretch out purchases or feel less stressed during November and December. That said, brands need to recover quickly from July sales and amp up their Q4 efforts. As we note below, the 2019 holiday retail season presents a paradox: higher anticipated sales in a shorter period. This year will likely be a mad rush for those brands that do not get ahead of the game or solely bank on the Thanksgiving through Christmas period.
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