While there is still such uncertainty regarding whether or not the kids will be returning to school in September this year, retailers are marketing back-to-school sales with incredible confidence. The schools have barely closed their doors and we are already being encouraged to prepare for the following year.
I often feel indignant about this kind of early event or seasonal marketing. I want to shout at the newspaper flyers, "Can't we just buy our school supplies in August and our Christmas presents in December like normal people?"
As it turns out, I'm not 'normal people' as most retail studies in North America indicate that 40 per cent of the population begin Christmas shopping before Halloween and almost 10 per cent start before September. Particularly when it comes to the big-spending holidays and events of the year, the sooner you get out of the gate the better. An early entrance doesn't always mean consumers will purchase early but it does allow you to present your products and services for consideration as buyers begin their comparison shopping research.
So, when is it too early? The 'Christmas Creep' of early holiday marketing seems to move closer to September each year but you'll want to determine when it is comfortable to present the idea of holiday shopping to your specific customers. Although some potential customers, like me, may be put off by the early marketing campaigns, there is very little chance of true backlash. In the end, we'll still get around to buying the items we need closer to the date that we need them.
While it is important to plan ahead and start early, it is equally important to consider your business from the points of view of your average customers. If the majority of your customers tend to shop early for holidays or pre-season, businesses must still carry products that are in season for last-minute or season-specific shoppers. You don't want, for example, to be sold out of snow blowers in February when the biggest snow storm of the year hits town, just to make room for spring lawn mowers. Catering to a single segment of your customer base will end up alienating others who can't find what they're looking for when they actually need it.
Finally, keep in mind that you have an opportunity to turn every customer into a seasonal or holiday customer simply by building relationships with them any time of year. True marketing occurs every time a shopper interacts with your business.
Until next week, stay in the black and keep coming back.
