Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

The Consumer

Published on .


The retailing industry has changed dramatically over the past 35 years-discounters, retail consolidation, online-but the portion of annual sales that comes during the holiday period-November, December-and the share of holiday sales that occurs during December have shown little movement.

Source: American Demographics analysis of Census Bureau data

December Rules

The catchall retail category of "GAFO"1 stores has seen holiday sales (November plus December) shrink as a percentage of those stores' annual sales. December's share of GAFO holiday sales has had a small drop.


Retailers pump 25% of ad spending into the final two months. December and November rank as the top two months for retail advertising; a back-to-school month-either August or September-usually ranks third.

Most Popular
In this article: