This Is New: Happy #HalloThanksMas
Ever since our first date in 2004, Adam has insisted he won't celebrate what he believes are marketer-created holidays. I was pretty sure that meant I wouldn't get any Valentine's Day presents or anything for Sweetest Day, etc. I was wrong—we regularly exchange cards and gifts. However, Adam isn't the only skeptical consumer—as evidenced by the latest "holiday" that started showing up on Facebook, Twitter and Instagram on Tuesday with the words, "Attention shoppers: With Labor Day behind us, your favorite Christmas decorations will be going up in stores and malls tomorrow. Happy Hallothanksmas!"
As cynical as that sentiment is, there is truth behind it. Shopping on Labor Day and escaping 90-plus degree temperatures by entering my uber air conditioned local grocery store, I saw an entire aisle of Halloween candy. I'm not sure who plans to keep candy in the house for two months, but my grocery store must know who that is.
As for the bigger holidays, e-commerce marketers may be doing the same thing this year. Even during the "Christmas in July" push, Internet Retailer published an article about this topic on July 29. "Many E-retailers Plan to Start Holiday Marketing in September" says 42 percent of e-tailers will begin holiday marketing in September, while 23 percent will hold off until October, according to a ChannelAdvisor survey. Adding in the marketers who got started as early as June, that means a solid 85 percent of e-tailers will be marketing while many Thanksgiving turkeys are still poults.
HalloThanksMas probably won't take hold—despite Prime Shine Car Wash of California's previous observance of the event—but there are marketers who believe offering items as early as possible will do them good. Does this kind of thinking pay off?
1. Blackbaud and Yesmail say the holidays bring in the largest percentage of organizations' revenue for the year. "Marked as the highest revenue-generating season of the year, the holiday months are a crucial time for marketers to ramp up their initiatives and engage with consumers," Yesmail says. As for fundraisers, Blackbaud reports, "More than one-third of all charitable giving happens in the last three months of the year." (Opens as a PDF)
2. Modern Postcard says it helps to market when there's less competition.
3. Fear of a repeat of 2013's last-minute delivery failures fueled this year's early marketing, according to Internet Retailer.
4. E-commerce marketers also have to prepare for the growing importance of mobile devices in shopping, according to Shop.org. "comScore found that 21 percent of Black Friday online sales and 17 percent of Cyber Monday online sales came directly from mobile devices," Shop.org cites.
When's the best time to start holiday marketing and fundraising campaigns?
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