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How a Jewish Mogul Changed Christmas Shopping Forever

Source: Fortune Archives: The Jewish mogul who shaped the Christmas shopping season (2025-11-23)

In 1939, Fred Lazarus Jr., a prominent figure from a storied Ohio retail family, played a pivotal role in shaping the modern Christmas shopping season by convincing President Franklin D. Roosevelt to move Thanksgiving to the fourth Thursday of November. This decision extended the holiday shopping period, boosting retail sales during the critical holiday season, which now spans 27 days and accounts for nearly 20% of annual sales. Lazarus’s influence exemplifies how individual visionaries can impact national traditions and economic patterns. Beyond this, recent developments highlight that the holiday shopping season is evolving rapidly due to economic uncertainties, with retailers adopting innovative strategies such as AI-driven personalized marketing, sustainable gift options, and omnichannel retail experiences to attract increasingly frugal consumers. The rise of e-commerce giants like Amazon and Alibaba continues to reshape holiday shopping, with last-minute online sales surging by over 30% in recent years. Additionally, the holiday season now extends beyond traditional dates, with some retailers launching early Black Friday deals as early as October, reflecting shifting consumer behaviors. The influence of Lazarus’s decision remains evident today, as the holiday shopping calendar is now a carefully orchestrated blend of tradition and innovation, driven by technological advances and changing consumer expectations. As the retail landscape continues to evolve, understanding the historical roots of the holiday season offers valuable insights into current trends, including the growing importance of sustainability, experiential gifting, and digital engagement, which are shaping the future of holiday commerce.

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