Home 9 Learning Lab 9 🔒 Holiday Benchmarking Series: Local Holiday Sales Off to a Soft Start

🔒 Holiday Benchmarking Series: Local Holiday Sales Off to a Soft Start

InUnison’s first of our 2025 Holiday Sales Survey series reveals a softer start to the season for many local businesses, even as national headlines highlight strong early shopping.

Early results from InUnison’s first 2025 Holiday Sales Survey reveal a softer start to the season for many local businesses, even as national headlines highlight strong early shopping driven by steep discounts and big-box retailers pulling demand forward. Richmond-area independents are seeing a different reality: lower early-season revenue, lighter foot traffic, and customer behavior that looks much like last year. “It doesn’t feel like it’s quite started yet.” More than 44% of businesses report lower revenue and 44% report lower…

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