Happy Holiday Fatigue

Happy Holiday Fatigue

Halloween has barely packed up its “Stranger Things” costumes and gone home, but the retail landscape — the advertising spend and shift from Jolly Ranchers to Holly Jolly — began long before the candy sold out.

The dizzyingly swift switch from cheeky Reese’s Peanut Butter Cups ads to the full-on Christmas press, however, is all by design.

And it’s our fault. Well, it’s not Rebel’s fault per se: we’re just as dismayed about the seasons pre-seasoning themselves as you are. This is on consumers.

According to the National Retail Federation, consumers begin thinking about the holiday season well before Black Friday, Cyber Monday and Thanksgiving. In 2016, 41% of consumers started holiday shopping in October or earlier.

But not everyone is shopping early: 46% of millennials (you can always count on millennials to stir the pot) wait until November to cash in on (in)famous Black Friday and Cyber Monday sales.

And don’t forget the lazy shoppers. Sixty one percent of shoppers surveyed by NRF said they will be buying gift cards. And apologies if we just called you lazy, but we admit to this affliction as well.

As a business owner, advertising agency, or media buyer it’s important to plan your holiday campaigns early to ensure you have a strategy for Black Friday and Cyber Monday, early birds, as well as last-minute Larries (there will always be procrastinators).

So, enjoy Christmas, Hanukkah and Kwanzaa. By the way, what are you going to be for Halloween next year? You’d better decide by Easter or your costume might be sold out by Memorial Day. Happy Fourth of July!

Previous post «