Brick-and-mortar retailers should nix deep discounts to make most of jittery shopping season
- Written by Sharmila C. Chatterjee, Academic Head, Enterprise Management Track; Senior Lecturer, Marketing, MIT Sloan School of Management
Brick-and-mortar retailers have been on a bit of a roller coaster ride this holiday season as early expectations of strong consumer spending were weighed down by the uncertainty prompted by the election.
That’s on top of the usual jitters about the slow demise of Black Friday and more consumer cash gravitating to online retail.
That has...