Consumers can also make the most of key shopping days outside of the holiday season by waiting for deals to emerge for items on their shopping lists. Deep discounts and consumer awareness drive the increasing im- portance of key shopping holidays. Through January, discounts driven by Martin Luther King, Jr. Day included televisions (down -0.6% over prices at the end of 2017) and medical equipment and supplies (down -0.5%). In February, President’s Day discounts drove overall price declines in tablets (down -5.5% since the end of 2017), televisions (-2.5%), appliances (-1.6%) and toys (-1.6%). Looking ahead to the second quarter of 2018, predicted discounts through May, driven by Memorial Day, will include computers (-5.0%), appliances (-3.3%), furniture & bedding (-2.2%), personal care products (-1.7%) and tools & home improvement (-1.1%). DIGITAL DOLLAR: RETAIL AND ECONOMICS UPDATE 2018Q1