Thank You, Nordstrom

AWSC,Observations November 15, 2011 8:52 pm

Thank you, Nordstrom for waiting until after Thanksgiving to start celebrating the holiday season.

While this sign may be a few years old, (after all, the Friday after Thanksgiving this year falls on the 25th) the more important thing is that the sign and sentiment are very much REAL:

We will continue to honor our tradition of waiting until after Thanksgiving to decorate our stores this year as well — just as we’ve always done – Nordstrom spokesman Colin Johnson

Meanwhile, the rest of America continues to push the boundaries of ‘the holiday season.’  I saw the first signs of ‘holiday season creep’ in early October. Before Halloween!  What’s next, Christmas in July?

Look, I get it.  The holiday season is the major money making season for retailers.  Black Friday is still one of the most important retail days of the year.  But do retailers really need to start reminding consumers of the approaching holiday season in October?

If retailers didn’t start advertising until middle-to-late November (or even, gasp! middle-to-late December), would consumers forget about the holidays? Forget about spending money on gifts? Forget to decorate? I’m going to go ahead and assume no, the holidays would continue as scheduled.  And people would continue to spend big during the holiday season.

Take a look at the predictions for this year’s top 10 holiday shopping dates (ranked by sales traffic):

1. Black Friday, Friday, November 25

2. Saturday, December 17

3. Friday, December 23

4. Monday, December 26

5. Thursday, December 22

6. Saturday, November 26

7. Sunday, December 18

8. Saturday, December 10

9. Monday, December 19

10. Saturday, December 3

With the exception of Black Friday and ‘Black Saturday,’ the top holiday sales days are in December- namely LATE December- not in October, early November, or really even early December.

Retailers can try to push the season as early as October and September with holiday campaigns, but this doesn’t mean people will change their shopping habits.  If the data above is any indication of shopping behavior, the majority of people wait until the very last minute to do the bulk of their holiday shopping.

So an open question to retailers- if people are most likely to shop at the end of December, why not save the holiday advertising blitz until middle-to-late December?  How much would your bottom line be affected by not starting holiday campaigns until after (or if you must, slightly before) Thanksgiving?

I promise I’m not a Scrooge.  I love the holidays- all of them.  And I just like to celebrate them in order.

Source: Busiest Holiday Sales Days





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