The 2018 holiday season has come and gone once again. Behind all the so-called record holiday sales forecasts and brouhaha, it turned out the industry still had a tough fight in winning your wallet share. Macy's disappointing holiday sales and profit forecast Thursday were one telling example. Amazon's move to offer free holiday shipping on all orders only raised the bar for rivals. L Brands’ Victoria’s Secret saw comparable December sales fall 6%, with merchandise margin declining “significantly.”The next time the holidays roll around, don't be quite so quick to cheer the record sales headlines.

Source: Forbes January 10, 2019 23:39 UTC