Especially around the latter half of 2023, we saw shoppers wait until holiday season to make bigger purchases and a lot of sales getting concentrated into Cyber Week.
What's happening now is that shoppers are doubling down on essentials and lower-priced goods and they're waiting to make [non-essential] purchases until later in the year.
A Salesforce sentiment survey conducted in April, 2024 showed three-quarters of consumers waiting until Cyber Week to make bigger purchases.
If they don't need it now, they're going to wait.
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