Each fall, we get right into the meat of the annual holiday lineup. There’s Halloween, Thanksgiving, Hannukah, and the whopper, Christmas, all smooshed together into just over two months. It’s a flurry of holiday activity. But strangely, it feels like the holiday season comes earlier and earlier and lasts longer and longer every year.
Walk into any home improvement store on a blazing August afternoon and you’ll be greeted by a 25-foot grim reaper, a bunch of giggling witches, and some skeletons relaxing in rocking chairs. Who’s responsible for staging this scene of ne’er-do-wells so early? It seems like something Jimmy from the ceiling fan department would get a kick out of (classic Jimmy). Odds are, you, like me, only came to DIY Town to look at gas grills and pick up mosquito spray, but instead you’re getting a two-story skeletal reminder that the holiday season is here…ready or not!
If you’ve noticed this creeping expansion of the holiday season (and how could you not?), the good news is you’re not losing your mind. I did some very scientific research and what we all suspect is absolutely true — retailers have been kicking off the holiday season earlier every year!
Originally, I thought the earliness was due to the global population increase, and Santa needing more time to make everyone’s wishes come true, but my hypothesis was way off. It’s actually due to retailers wanting more time to sell goods, stock shelves, and help ease the holiday crush on a stressed supply chain. Aside from being the most wonderful time of the year, it’s also the most profitable time of the year, which is why it’s known as the “Golden Quarter.” According to the National Retail Federation, there was a record-breaking $994.1 billion in total holiday sales generated last year, so it’s no wonder retailers get into a festive selling mood earlier and earlier to give us more opportunities to celebrate with our credit cards.
The retail logic says if they can get to us early, then they don’t have to worry as much as the year winds down. The former director of retail studies at Columbia Business School, Mark A. Cohen, says, “Promotional creep is as intrinsic to the holiday season as Christmas jingles.” In other words, retailers feel insecure and don’t want excess inventory, which means all of these reindeer games are really just a numbers game. So, let’s all take a deep breath, pass the pumpkin spice, and have a big ole cup of holiday cheer.
Just Ho! Ho! Hold on a minute!
I truth, there’s no real reason to stress about this. Yes, Summerween is very real and it may feel like it’s been going on for a couple of months already, but is it really that bad? And yes, it’s kind of weird to go straight from summer to the holidays — it’s like a Q4 time warp — but think of it this way; now you have plenty of time to nail that Halloween costume. Maybe even get a few wears out of it and really get a feel for your character before the big day. Also, you can and should use the extra time to master whatever dish you’re making for Thanksgiving. Imagine family members saying, “this is the best squash casserole I’ve ever tasted!” Of course it is. You’ve been practicing for months. You also now have more time than ever to learn every word to every single holiday song. Feliz Navidad, indeed!
But it can’t all be gravy. Or can it?
That’s not to say this can’t get out of control; imagine the endless loop of Mariah Carey’s “All I Want for Christmas Is You” playing at grocery stores nearly year-round. I, for one, don’t want to live in a world of non-stop holiday fatigue.
Instead, I like to think of the brands that holiday responsibly, with focus, clarity, and at least a passing nod of respect for the holiday calendar. Take Coca-Cola. I’m from Atlanta, so every soft drink is Coke to me. But I love how Coke holds on until the end of the year to release their Santa Packs. It makes them more special, and something to look forward to.
Right now at Tailfin, we’re excitedly working on campaigns for Callaway Gardens, a unique Georgia escape destination. They do a fantastic job parsing out their holiday events to make sure each one counts. They do Pumpkins at Callaway in October and save their big Fantasy In Lights for the end of the year. It’s that separation — those boundaries — that make each moment special.
So what are some tips for brands looking to extend the holiday magic without burning too bright? Here are three tips that come to mind:
Celebrate at your own pace.
As a consumer, maybe the best advice I can offer is play your own game. Just because stores have holiday ants in their pants doesn’t mean you have to join in for the whole extended season. My plan is to take it one holiday at a time and savor each one, because they’re all special in their own way. And rest easy knowing the stores (and e-stores) will be there when you need them. Kind of like your cool Aunt Sally doling out king size candy at Halloween and sneaking you a present to put under the tree for mom. Which reminds me, what are you getting mom this year? Probably time to start shopping!
