Christmas may come early this year. With COVID-19 pushing out in-store events and driving consumers online in droves, retailers are looking to jumpstart and stretch the holiday buying period that traditionally begins on Black Friday and ends the weekend before Christmas.

In doing so, they hope to avoid being overwhelmed by online orders—total ecommerce sales this season are expected to rise 35 percent, more than double last year’s increase—and the shipping delays, inventory issues and carrier costs that come with it.

So far, it appears to be working—for some retailers.

Read the full article from Rick Maicki in ThinkSet.