If there is a dS/CFT correspondence, time evolution in the bulk should translate to RG flows in the dual euclidean field theory. Consequently, although the dual field is expected to be non-unitary, its RG flows will carry an imprint of the unitary time evolution in the bulk. In this note we examine the prediction of holographic RG in de Sitter space for the flow of double and triple trace couplings in any proposed dual. We show quite generally that the correct form of the field theory beta functions for the double trace couplings is obtained from holography, provided one identifies the scale of the field theory with (i|T|) where T is the 'time' in conformal coordinates. For dS4, we find that with an appropriate choice of operator normalizat...