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Chief marketing officers at leading U.S. retailers estimate that sales on “Black Friday” (November 23 this year) will account for 15 percent of their total holiday revenue in 2007 and online sales on “Cyber Monday” (the Monday after Thanksgiving) will account for 12 percent of holiday season internet sales, according to a BDO Seidman study, reports MarketingCharts.
The CMOs also project that more than one-fifth (21 percent) of their holiday sales will take place in the final week before Christmas, according to the study. (See chart of retailer CMOs’ estimates.)
Those findings are from “The BDO Seidman Retail Compass Survey,” which examined the opinions of 100 CMOs at leading U.S. retailers about their expectations of the 2007 holiday shopping season. (See related story, “Retail CMOs: More Holiday Season Discounts, Promotions; Sales to Go Up 5 percent.”)
Among the findings of survey of CMOs:
About the study: “The BDO Seidman Retail Compass Survey” is a national telephone survey conducted by Market Measurement, Inc., an independent market research consulting firm. The retailers in the study were among the largest in the country, excluding automotive dealers and restaurants, with revenues of more than $100 million, including 15 percent of the top 100 based on annual sales revenue. The survey was conducted in October of 2007.
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