Small Retailers Push for Online Sales

The holiday outlook is gloomy, but online retailers can react faster with discounts, free shipping, and other Web promotions than stores can

Nicole DeBoom (BusinessWeek SmallBiz, 4/16/08) watched online sales at her women's sportswear company drop 25% in early November—a sign that buyers were pulling back just when holiday shopping should have started. So DeBoom, who is chief executive of SkirtSports, a five-person company she founded three years ago in Boulder, Colo., planned to cut prices 30% on old inventory at the company's online outlet,, starting the Monday after Thanksgiving.

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