It's just about that time of year again. You know, when you can't get within a mile of a shopping center without either being run over or getting in a traffic jam. I, for one, am not at all pumped about the mad rush that ensues as soon as the calendar passes November 23....As a marketer, though, I do get excited because I know that this is a big time for many of our clients in the retail world.
As I study the trends in order to keep up with what's going on in the advertising world, I have been noticing a disturbing trend toward advertisers beginning to advertise holiday gift items even earlier - some even beginning before Halloween has even come and gone. If you're like me, you're probably not even in the ballpark of thinking about buying holiday gifts yet, so I was a little skeptical at why some advertisers would choose this strategy. But after consulting the research, it turns out that around 40 percent of people start their Christmas/Holiday (to be PC) in October. Crazy!
So while I get why they're doing it, I still don't know if it's the right thing to do. In a day when consumers are even more skeptical about being marketed TO, many are offended by the mass commercialization of the holidays. They begin to resent people who are marketing AT them 24/7/365.
So I have an idea to make everyone happy - consumers and marketers. Sure, spend more marketing dollars and get in front of more faces in October, but please, please, please don't run ads promoting HOLIDAY GIFT SALES. It's just perceived as too rude, annoying, and perhaps most importantly, intrusive the the customer.
What do you think?
Garret
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