Traditional narratives insist that the fourth quarter is the most important time of the year for retailers. But just 26.73% of US retail sales occurred in the fourth quarter in 2016, and that number hasn't exceeded 27.88% since 1992. Fourth-quarter retail myths persist because it's the only time of the year when everyone's gift-giving schedules align, so it feels like everyone is shopping more than they actually are. The fourth quarter is the most important time of the year for...
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