Jamie Quinn
It’s mid-September, and though we’ve barely said goodbye to winter, the aisles of many stores are already decked with boughs of holly. Yes, you read that right. From shimmering decorations to festive treats, it seems like every year, the holiday season arrives earlier. But for those of us still thawing out from the chilly days, we ask: is it too early for Christmas?
This phenomenon, often dubbed ‘Christmas Creep,’ refers to the practice of businesses introducing holiday merchandise and decorations well before the traditional holiday season. This isn’t just an over-eagerness on the part of retailers; it’s a calculated business strategy with several motivating factors:
Catching the Early Birds: There are always some shoppers who prefer to get their holiday shopping done early to avoid the last-minute rush. By offering holiday products early, stores cater to this demographic, securing sales long before the actual season kicks off.
Spreading Out Spending: Economically, stretching the holiday season allows consumers to spread their spending over several months instead of just one or two. This can ease financial stress for buyers and lead to bigger overall sales for stores as customers might end up buying more over three months than they would in one.
Creating a Buzz: Christmas evokes a sense of excitement and nostalgia. By starting the festivities early, businesses tap into these emotions, potentially increasing foot traffic and sales. It’s about creating an environment that whispers (or shouts), “Hey, why not start celebrating—and spending—now?”
Outdoing the Competition: If one store starts its Christmas promotions early, others might follow to avoid being outdone. It’s a festive arms race where no business wants to be the last to launch their holiday season, risking lost sales to more proactive competitors.
From a business perspective, there are clear benefits to this early holiday hustle:
Increased Sales: More time to sell means more sales. It’s simple math. Retailers who begin their Christmas promotions early typically see an uplift in fourth-quarter revenues.
Inventory Management: Starting early allows businesses more time to manage inventory effectively. They can gauge consumer trends and adjust orders before the peak season, minimising the risk of surplus stock or stockouts.
Customer Loyalty: By catering to the early shoppers, businesses can build loyalty. Customers who know they can get their holiday shopping done early at a particular store may return year after year.
While businesses have clear motives and benefits from the early onset of Christmas, the consumer perspective can be mixed:
Pro: More Time to Prepare: Consumers benefit from having more time to spread out their spending, plan better, and potentially snag early deals.
Pro: Less Stress: Avoiding the December rush can mean a more relaxed shopping experience and more time to enjoy the season’s festivities.
Con: Seasonal Fatigue: There’s a real risk of Christmas fatigue. When holiday promotions start too early, it can dilute the specialness of the season, turning what should be a time of joy into a prolonged commercial slog.
Con: Economic Pressure: The extended season might encourage more spending, which can lead to financial pressure, particularly in an economic climate where budgets are tight.
The question then becomes, how early is too early for Christmas? From a business standpoint, the benefits of an extended holiday season are clear, but it’s also essential to maintain the festive period’s charm and magic without overwhelming consumers.
A possible middle ground could involve subtler, phased approaches to holiday marketing—think themed items that gently transition into summer holidays. This strategy can satisfy the planners without alienating those who prefer to savour each season as it comes. Additionally, businesses might consider focusing more on online promotions early in the season, which could cater to early shoppers without overwhelming in-store visitors with Christmas cheer too soon.
It might also be beneficial for businesses to engage directly with their customer base to gauge their feelings about the timing of holiday promotions. Surveys, feedback forms, and social media polls can provide valuable insights into consumer sentiment, allowing businesses to tailor their strategies accordingly.
While seeing Christmas decor next to Halloween pumpkins might seem over the top, there are valid reasons why businesses keep pushing the festive envelope. Whether it’s too early for Christmas in the stores is subjective, but understanding the strategy behind it reveals that it’s not just about selling; it’s about creating a shopping experience that, for better or worse, starts earlier every year. For businesses, finding the balance between capitalising on the holiday season and maintaining consumer goodwill is key to turning early Christmas cheer into profitable, sustainable practices.