Why Record Holiday Sales May Not Tell the Whole Story

Holiday sales may rise again this year, but the headline number will not tell the full story of how consumers are feeling or where retailers stand.

Peter Fader, Wharton Professor of Marketing, joins the conversation to examine what is really driving holiday retail sales. He discusses the K shaped economy, the return of aggressive Black Friday discounts, the limits of AI shopping agents and why in person experiences still matter to holiday shoppers.

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