Every year it seems to get earlier and earlier. This year, some of the major marketers launched their holiday campaign before Halloween. They argue that over 40% of us begin our shopping by then, so why shouldn’t they be out there. Maybe they’re right.
Advertising Age (a trade pub for the advertising industry) is doing a survey this week. I thought we’d borrow their question.
Do you think consumers will be resentful of retailers and other marketers that begin Christmas advertising before the end of October or even before Thanksgiving?
Share your thoughts here and also…if you are a marketer, do you market any differently during a holiday season? Are you a President’s Day special kind of business? What do you think of that as an advertising strategy?
(After we vote, I’ll tell you what the Ad Age readers have said.)
As a consumer I don’t like to see the Xmas stuff out too early (unless it makes sense or means deep early discounts.) At Halloween time, I like Halloween stuff, and I’d actually like to enjoy Thanksgiving as a discrete celebration not merely a gateway to the December holidays.
Having said that, as a marketer and owner of an online gift store, while I’m thinking seriously about the holiday planning and merchandising in August, I try not to bring out the Holiday cheer and big guns too early. (As my store focuses on adoption gifts and books, Xmas/Hanukah and Mother’s Day are my big seasons. Of course, November is National Adoption Month, but so close to December, the month isn’t so much celebrated as acknowledged.)
Drew, as a consumer I have become a little resentful of the holiday bait starting earlier and earlier every year. What’s next? The Younkers 5th of July early Christmas sale?
I realize that I tend to live in a fantasy world, however, I would like to see a gentlemen’s agreement among all retailers around the world to begin their Christmas marketing (including, but not limited to holiday music and decorations) starting only on the Friday following Thanksgiving.
Oh, I also believe in leprechauns and unicorns!
I’m with you, let every season have its due. I love Christmas with a passion and part of what I resent is that when they unleash it so early, by the time Christmas actually rolls around, I’m getting tired of the hoopla.
The early bird marketers steal the thunder of the season so I’m almost glad to see it go.
You know…I could tell you were a leprechaun lover!
I’d advocate for your pact. I think you’re exactly right. It would take a universal agrement.
Although Home Depot was very vocal about choosing to hold off until Thanksgiving weekend. I applaud their decision. I need to e-mail them and make sure they hear that applause!