While many of us are still planning our Halloween ensembles, many national retailers are prepped and ready to launch their 2013 holiday campaigns before Halloween even ends.
Almost half – 49 percent – of the 212 retail marketing executives surveyed by Experian Marketing Services will be starting earlier this year, likely an effort to make up for a shorter holiday shopping period. There are only 25 days between Black Friday and Christmas this year, compared to 31 days in 2012.
Adding to the pressure to meet holiday sales goals, retailers have to accommodate for one less weekend in this time frame – and we all know weekends are extremely busy for holiday shopping!
“While the media has portrayed the earlier Christmas shopping season in a somewhat negative light, customers have shown approval with their dollars,” says Lou Bart, SVP Client Services at Schawk. According to him, earlier is becoming a key advantage for many retailers throughout the year, and the holiday shopping season is earlier every year.
But being early isn’t enough by itself. Shoppers follow value. The combination of great values and early holiday promotions is the key to holiday success in 2013.