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Winter of Your Content

Even with recent events, your e-tailing site can do well this season.

By Melissa Campanelli

Opinions expressed by Entrepreneur contributors are their own.

Let's face it: 2001 was probably one of the worst businessyears in recent memory. Most e-tailers in the United Statesexperienced lower-than-expected revenues, layoffs and anoverwhelmingly negative business climate. And in September, analready bad situation worsened with the terrorist attacks at theWorld Trade Center and the Pentagon.

"The negative impact the terrorist attacks had on theeconomy could significantly slow spending in the retail sector as awhole, which could also inhibit sales growth during the holidaysfor online retailers," says Heather Dougherty, a retailanalyst at Jupiter Media Metrix in New York City. But the yearisn't over yet. You may still be able to squeeze a littleprofit out of 2001.

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