The second the clock struck midnight on October 1st, I instantly embraced an autumn mindset. I love the fall: the crisp evening air, the constant stream of horror movies on TV, the smell of bonfires in the wind, and Halloween right around the corner. I’m ready to put on a sweater (as soon as it FINALLY drops below 80 degrees in Georgia) and start carving pumpkins for our front porch. However, marketers are trying to leap past this beautiful time of year and immediately dive into winter and Christmas.
Don’t get me wrong, I LOVE Christmas too…but there is a time and a place. According to AdRoll, however, that time and place is right now. This advertising growth platform believes that by launching holiday campaigns now, companies can “maximize performance and response“. Based on AdRoll’s extensive research, about 40% of US consumers begin shopping for the holidays in October. By spreading out holiday campaigns, companies can start bringing in a steady stream of customers starting as early as today.
I agree, this is a sound strategy. I do have friends and relatives who try to shop for gifts earlier in the season in order to get ahead of the crowds and prices. Although this may help some companies maximize performance for the holiday season, it may also turn some customers off. People are generally not amused when holiday commercials and ads start appearing in November. So, how will they feel when Halloween hasn’t even passed and Santa is appearing on their Instagram feed? Personally, I like to take each month one step at a time. I think I’ll save my Christmas spirit and shopping for November and December.