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Beware Of The “Holiday Creep” October 22, 2014 (0 comments)
Merrick, NY—It isn’t even Halloween yet, and already retailers are setting up Christmas displays.
One can excuse a craft store like Michaels (whose holiday displays were up in September) because their customer still has to make their gifts or decorations with the items they’re purchasing there. But other retailers are becoming victims of what RetailCustomerExperience.com and others are calling “holiday creep.”
Even if you’re not guilty, your customers could have holiday fatigue by the time you’re ready to start your marketing.
In a recent blog post on the site, the author, Andrew Sharpe of Brandspank Retailer Marketing exhorts retailers to resist the urge to start the holiday season while it’s practically still summer. Advertising holiday specials so early only serves to dilute your own brand and position you as a price commodity, he argues. Instead, continue with your image advertising and brand positioning, and only begin advertising holiday sales and specials once the actual season really begins. That way, customers have a compelling reason (other than price) to be loyal to you, plus an incentive to come in for the holiday (any specials you offer).
Luxury jewelers don’t typically use screaming holiday banner ads, but your competitors might. This is a good time to remind customers why they choose you—your quality, service, and dedication to the local community.