Chief Marketer column: holiday peak day planning

Cam Balzer's monthly column on ChiefMarketer.com looks at some of the expected shopping patterns in the upcoming holiday season and how to plan marketing budgets accordingly: Multichannel Holiday Strategies for Monday through Sunday.

Here's how the seasonal sales patterns have looked for the last couple of years across our client base. Each year's data is lined up from Thanksgiving through Christmas, which falls a different number of days out each year, but is always the  nadir of the season. The first gray bar is offline retail's so-called "Black Friday." The remaining bars are the four cyber-mondays. This season we'll have a fifth to take into account in budgeting.

Please contact your DoubleClick Performics account team if you have any questions about this year's holiday trends.