Seasonality refers to the regular fluctuations in consumer purchasing habits based on seasons, special events, and times of the year. Retail businesses must take into account these seasonal variations to adjust their sales strategies, promotions, and inventory in order to maximize their sales and profits.

Seasonality can be influenced by various factors such as climate changes, holidays, cultural events, and consumption trends. For example, sales of summer clothing are likely to increase during the warmer months, while sales of winter coats will experience a rise during the cold season.

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