Latest holiday spending forecast: Less rosy
By Brian Wheelis • November 27, 2013
Interesting correlation between back-to-school and holiday consumer spending patterns. Disappointing back-to-school sales will encourage retailers and advertisers to rely on Black Friday and holiday spending to make their year. This means heavier Q4 media spending, reduced supply and increased pricing. Something to potentially adjust for in real time as we move through the second half of the year.