13 November 2009
You can not escape the fact that Christmas is rapidly approaching, with decorations up in full force in all the major shopping centers throughout the country. But with many major retailers having had Xmas decorations up & Xmas merchandise in store for months now, are retailers beginning Christmas celebrations too early?
In what appears to be an attempt to increase retail sales many retailers, particularly major department stores, had their aisles stocked with Christmas merchandise and holiday decorations up even earlier than usual this year. With some retailers putting up decorations as early as September, specialty Christmas departments opening in October and Christmas catalogues mailed out in July, the question has been raised as to whether retailers are cashing in on Christmas too early?
Marketing academic Peter Clarke argues that the decorations cannot come soon enough. His arguments include that promoting Christmas early gives shoppers maximum choice time & the chance to save and lay-by gifts in advance. Read the full article at http://www.abc.net.au/news/stories/2009/09/14/2685280.htm or gage the public opinion by viewing the recent Nightline report http://www.3news.co.nz/Got-your-Xmas-decorations-up-already-Why/tabid/209/articleID/129290/cat/41/Default.aspx
2009 has certainly been a tough year for retailers and many will be relying on an improved trade over the holiday period. But will putting stock on the shelves earlier than normal mean cost conscious consumers will shop earlier and more importantly spend more?
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