Remember when Black Friday (yes, the day after Thanksgiving) ushered in the holiday shopping season?  Millions of frantic consumers spent numerous dark, cold hours in line waiting for retailers to open their doors.  Upon entering, consumers were bombarded with incredible, but limited, deals (those pesky loss leaders). Tempers flared, and demand often exceeded supply.  Lines to enter and exit were more than uncomfortable and inconvenient.  That was the norm for about 70 years.

Then came the internet. In 2005, Cyber Monday ensued. Consumers went online to find great deals, leaning on technology and logistics to obtain the perfect gift at the perfect price. Though choppy at first, online retailers, their suppliers and shipping companies improved their processes to make the online experience engaging, convenient and timely. Today, an order placed on Cyber Monday will be at your door on Wednesday.

The previous changes are substantial, influencing the most significant change – the timing and duration of the shopping season.  Now, the holiday season begins in October, either shortly before or after Halloween. Advertising begins earlier. Promotions start sooner. Consumers exhaust their spending budget faster. Laggard brands lose sales.

Retailers are more in tune with product assortment, inventory management and traffic patterns. The result: retailers are encouraging consumers to go online to purchase, bypassing the store and all the other traditional purchasing patterns associated with the holiday shopping season.  Have you adjusted?