Black Friday and Cyber Monday have come and gone, so most manufacturers have 'checked out' on the holiday season. If you walk around a manufacturer's or publisher's office this time of year, you wouldn't think it's the busiest time of the year. Most organizations are focused on 2016 budgets, new product plans, and 2016 forecasts, with the occasional glance at the POS reports.
To quote one manufacturer: "all of our heavy activity is leading up to the holidays; our partners take it from there. We don't sell direct." That may have been true in years, past, but original manufacturers have a major impact on holiday sales - regardless of whether or not you sell direct.
A recent study of 5,000 shoppers found that 65% of have visited a manufacturer's website as part of…
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