The Black Friday to Cyber Week Evolution report shows that while these events remain strong revenue drivers, their mass-market impact is fading as 84% of retailers believe shoppers can find deals anytime. Winners focus on maximizing profits through higher average transaction values, personalized offers, and AI-driven recommendations rather than just clearing surplus inventory. They also build loyalty with longer return periods, overnight delivery, curated gift categories, and boosted product visibility in search results. Human service remains central, but 52% of retailers are adopting generative AI to support contact centers, marking a shift toward personalization and scalability.

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