Consumer interests change year after year, and last year was an especially unpredictable one for consumer behavior related to holiday marketing. Key findings from a Yes Marketing report found that holiday sales in 2018 grew by 2.9% from the previous year, but fell short of the National Retail Federation’s forecast which projected 4.3% to 4.8% growth year-over-year. In addition, Q4 was a time of changing consumer behavior where sales in the first half of the holiday season grew at a much higher rate (5.1%) compared to the second half of the season (0.9%).
