According to a Business Insider articled titled The end-of-the-year retail bump is a lie, “retail spending during the fourth quarter is only slightly higher than during the prior three quarters.”

“Just 26.73% of US retail sales occurred in the fourth quarter in 2016, and that number hasn’t exceeded 27.88% since 1992.”

“So why do many still think that shoppers do most of their retail spending during the fourth quarter? Because everyone is doing the same kind of spending at the same time. There are plenty of special occasions that require gifts throughout the year, but the fourth quarter is the only time when everyone’s gift-giving schedules are aligned.”

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