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Not all retailers expect lackluster holiday sales

Althea Chang

A shorter holiday shopping season isn't much of a concern to some retailers, especially those with a strong online customer base, according to one data expert.

Sales between Black Friday and Christmas can make up as much as 40 percent of a company's annual revenue, said Jerry Jao, CEO of Retention Science, a firm that aims to help retailers use predictive marketing to boost sales.

And while several brick-and-mortar retailers have said they expect lackluster sales this holiday season, some retailers with a strong online presence and a handle on their consumers' data expect a 15 percent to 20 percent revenue increase this season compared with the year-ago period, Jao said.

Retention Science works with dozens of major online retailers, said Jao, who wouldn't mention those companies by name.

One factor that's expected to boost sales is sending emails strategically during the times of day and days of the week when recipients are most likely to click on a deal advertised in an email and ultimately make a purchase, according to Jao.

Emails sent between noon and 6 p.m. led to more sales than emails sent in the morning for instance, according to Retention Science's data, which cover transactions with about 20 million consumers.

And emails sent on Tuesdays and Fridays led to more sales than other days of the week, the company found.

--By Althea Chang

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