2 minute read

Historically, Thanksgiving kicked off the Holiday shopping sprint, with consumers eagerly waiting in-line outside Walmart, Best Buy, Target, Macy’s and others for the thrill of scoring deeply discounted items.


While eCommerce was steadily chipping away at this tradition for more than a decade, the COVID-19 pandemic changed everything. Shopping inside stores was suddenly risky, and consumers had started to develop eCommerce habits over the prior six months.


Then, beginning in the third quarter of 2021, scores of headlines described massive supply chain issues coupled with (and partly responsible for) accelerating inflation. Amazon, Target, and others encouraged consumers to start their holiday shopping early with holiday promotions beginning in October rather than November.


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