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Shoppers enter a Best Buy store for a Black Friday sale Thursday, Nov. 28, 2019, in Overland Park, Kan. (AP Photo/Charlie Riedel)
Shoppers enter a Best Buy store for a Black Friday sale Thursday, Nov. 28, 2019, in Overland Park, Kan. (AP Photo/Charlie Riedel)

APolitical

Shorter shopping season means a more intense scramble

Holiday sales are expected to rise rise between 3.8% and 4.2%,

The mad scramble between Thanksgiving and Christmas just got six days shorter.

Black Friday once again kicks off the start of the holiday shopping season. But with six fewer days than last year, it will be the shortest season since 2013 because Thanksgiving fell on the fourth Thursday in November — the latest possible date it could be. That means customers will have less time to shop and retailers will have less time to woo them.

Adobe Analytics predicts a loss of $1 billion in online revenue from a shortened season. Still, it expects online sales will reach $143.7 billion, up 14.1% from last year’s holiday season

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