Market Update: Seasonal Freight Surge and Consumer Forecast
Adobe Digital Intelligence says that 31% of consumers start shopping before November 1, and 27% will start before Thanksgiving, so the supply chain plans for the holiday season for months and months in advance. So many of the year’s sales occur during the short two-month season, so the logistics process needs to be efficient enough to handle the increase of purchases. It’s estimated that retailers derive 20-30% of their annual profit during November and December. “The holiday season puts great pressure on supply chains because everyone peaks at the same time,” says NRS vice president of logistics and supply chain solutions.