Every year during the week of 4th of July, we hear from a handful of retail clients that demand is unusually low. The initial suspicion is that there is a problem with the online marketing campaigns adversely affecting sales. After noticing a fairly consistent pattern over time, we have learned that there’s usually not a problem with the campaigns. Rather, our experience has shown that consumer interest is unusually low this week. Vacations, travel, entertaining, the beach, and the heat are likely reasons. Apparel retail is at the tail end of the summer stock, with most merchandise on sale and Fall lines not yet in. Back to school is still a week or two away. Basically, in the past, this particular week has seen a deep loll in consumer interest in shopping.
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