Ghodeshwar, Shikha2021-11-052021-11-052021http://hdl.handle.net/11216/41022021 Celebration of Student Research and Creativity presentation"Businesses often look to holidays to thrive or even survive (Martinez, 2018; Moin & Hays,2020; Clark, 2020; Wahba, 2017). They use merchandising strategies (Mitchell, 2020), including sensory marketing (Șteliac & Șteliac,2018) during holidays to boost sales. Also, external factors such as weather have been used in sales forecasting (Nalcaci, 2019; Steinker et al., 2017). This research studies the effect, specifically, of markdowns during holidays."en-USRetail storesSpecial salesHolidaysPresentation