Remember that good old, predictable Christmas sales curve you’ve built your forecasting around for the last five to ten years? Amazon has changed it for good. The old belief was if you didn't have a huge Black Friday, you’re doomed for the holidays.
Used to be, Black Friday was the biggest shopping day of the year. Then Cyber Monday swooped in and changed all that. But for Amazon, online sales now peak the last few days before Prime 2-Day shipping window closes (likely the 21st this year!)
Because of Amazon Prime’s 2-day shipping, consumers can comfortably purchase holiday items much later than ever before. According to Slice Intelligence, Amazon started out with a 25% share of online sales on Black Friday, a figure which increased in a fairly linear fashion until it peaked on Dec. 18, (47.8%), Dec. 19 (49.2%), and Dec. 20 (48.2%).…