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Early Holiday Promotions Eat Away Black Friday Sales

With retailers opening stores earlier on Thanksgiving Day, Black Friday may be losing its relevance. This year in fact, Super Saturday (on the weekend before Christmas) “is expected to overtake Black Friday as the top sales day of the year for the first time since 2005.”

Overall, retailers’ media spend during the holidays is still significant — retail contributed $4.8 billion or 15% of measured media spend during the 2013 holiday season according to Kantar.


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