1. By Ken Fireman, Retrieved on November 3, 2015. The Washington Post
2. 1. Subject
   1. American consumption
      1. Christmas
      2. New Year's Eve
3. 2. Importance of holiday season
   1. When ?
      1. November and December
   2. Who ?
      1. For retailers
   3. Why ?
      1. 19% of total annual sales
4. 3. Survey
   1. Deloitte firm
      1. 6% more present
      2. 16% non-gift
5. 4. Why ?
   1. Good personnal economic situation
      1. Things for themeselves
6. 5. Projections
   1. Federation economic model
      1. growth of sales 3,7%
7. 9. Black Friday
   1. Day after thanksgiving
   2. Start of holidays sales
   3. Big discounts
   4. People = desensitized
      1. deals everytime
8. 8. Stakes for retailers
   1. Shoppers combine
      1. Store
      2. Online
      3. Mobile app
      4. 75% more spending on holidays
9. 7. Environnement
   1. Competitive and fluid
      1. Show rooming
         1. browsing in store
         2. purchase online
      2. Web rooming
         1. more popular
         2. research items on the net
         3. purchase in store
10. 6. US Consumer
    1. Spending = bellwether
       1. Feelings about economy