Why do retailers discount heavily during Christmas?

Some goods' prices may increase during Christmas, while others may maintain their price, and others may decline. During the same period, there is a high demand for some products and a low demand for others. Most retailers receive discounts from wholesalers during the same period; hence it's only fair to share and spread the discount to the customers.

Also, retailers may discount heavily to attract new customers and increase sales. During Christmas, the competition for products and services is high, and there is an increase in the products' supply. Some retailers may decide to give heavy discounts to maintain their customers and attract more through lower prices brought about by the discounts.