I hope you had a Happy Thanksgiving! I am sure you noticed the increased commentary and criticism regarding the early holiday push from marketers in both the trades and consumer media this season. The “holiday creep,” as some have labeled it, came much earlier this year, as early as pre-Halloween. Advertising last week seemed more focused on “Gray Thursday” than Black Friday with sales starting right after Thanksgiving dinner. This early Christmas strategy has resulted in a clutter of low price, layaway, sales and promotion driven messaging. Where has the holiday spirit gone?
Since the recession, retail marketers have adopted more price-focused strategies as a response to spend-conscious consumers. But now that consumers are savvier, they need a different type of message to resonate with them. This presents an opportunity for marketers to break through the clutter with more meaningful messaging and rebuild an emotional connection with consumers, especially during the holidays. Consumers are not just looking for low prices and Black Friday deals, they desire the right gifts that mean something to their loved ones and they want to create memorable moments for their families. Marketers should consider what role their brand can play in bringing back true meaning to the holidays.
Let’s hear from you. What are your thoughts on sales starting right after Thanksgiving dinner this year?
By Leona Frett, Director of Strategic Planning, GlobalHue
Photo Credit: http://www.flickr.com/photos/ell-r-brown/5309486652/