USA Today reports, in an article titled, January evolves into a hot month for retail sales, that retailers are doing business differently in a traditionally weak month. The article states:

As recently as a year ago, retailers would incrementally discount merchandise during the month, ratcheting down prices to move out holiday and winter inventory. They'd keep clearing goods until mid-February before filling racks and shelves with spring offerings. The extended period of discounting meant they closed the fiscal year (Jan. 31 for most) with a period of slim profit margins ... This year, merchants began displaying fresh spring goods at full price alongside clearance items in early January.

The article presents a list of factors that contribute to “January’s lift,” one of which is “Gift card redemption.”

Many people during the holiday season are opting for a no-hassle, please everyone gift: the gift card. From American Express, Old Navy, and Wal-Mart cards, there is at least one place to purchase a gift card that will please even your pickiest recipient. So, the gift card phenomena in January is leading retailers to not only push their seasonal goods out the door, but bring out new merchandise earlier, helping boost sales. The article states:

It's a profit opportunity because gift cards are frequently used to buy full-price items, and consumers often spend more than the value of their gift cards, says Pat Conroy, national managing principal of the consumer business practice at Deloitte Research.

While it is a great thing that retailers are making more money and consumers are getting their fashion product offerings earlier & turning away from the sales racks, the impact that such a trend can have on the fashion industry may trickle down, impacting negatively to integral processes in production, design, marketing, and etc. This could lead to the rushing in the design process; the straining of production/global sourcing manufacturers; heavier turnover in marketing/promotional campaigns, thus leading to more ads & images; and faster consumer trend turnover, which in New York City is already as fast as celebrity relationships, causing consumers to spend even more money to keep up with the trends.