In marketing, we always look at target market data before we complain about this trend or that trend. So you should never hear a marketing person complain about Christmas shopping starting earlier and earlier. That’s because we are slaves to the data.
Yet I still hear bright marketers complaining about the season starting too soon. The data says Christmas may begin sooner than you think. Retailers of all kinds are finding that Christmas may make the fourth quarter click, yet the shopping happens all year long.
Here are the facts according to Epsilon and Adweek:
- 40% of shoppers began Christmas shopping in April-May-June
- 36% of shopping begins the three months directly after Christmas
- Only 23% of shoppers wait until December
- Most influential advertising for gift giving is TV (22%), email (22%), newspaper (19%), mail (12%), ad on brand’s website (6%) and magazine ads (4%)
- More than 50% of all shoppers will go to a brand’s website to look for coupons
- 38% will spend more than $500 on gifts this year
Retailers are not starting Christmas early, consumers are. Retailers are just responding to the data. Ho, Ho, Ho, Merry Halloween.