2008 Woodie Awards
Christmas retail attacks store shelves too early
Forrest Bowlick
Issue date: 11/14/07 Section: News
- Page 1 of 1
Christmas Day may only come once a year, but the advertising and marketing season for the holidays has already begun.
Homes and businesses are already displaying decorations, and in department stores, Christmas displays attract customers with shiny lights and pieces of classic Christmas songs sung by various plush animals.
Television and radio ads try to incorporate a seasonal angle to whatever is being sold.
"Stores are offering the opportunity for shopping," said Vish Iyer, a marketing professor at the University of Northern Colorado. "They're saying, 'if you're ready for it, we are.'"
Retailers, radio stations and even the City of Greeley are looking for ways to incorporate holiday cheer into everyday activities.
"Stores try to create a comfortable shopping experience," Iyer said. "Christmas is a happy time, so they want to keep shoppers in a happy mood. The city wants to create the same ambiance that stores are. They're capitalizing on the season."
Some entities look to capitalize earlier than others. Lighted wreaths were placed on street lights in Greeley around Nov. 8, and holiday themed advertising for a GPS device began airing during NFL games during the first weekend in November.
WNIC, an FM radio station in Detroit, switched to an all Christmas music format on Nov. 2. In Chicago, controversy arose over which radio station would switch to all Christmas first, while KCKC out of Kansas City beat everyone and switched on Halloween night.
Most retail stores had artificial trees on display immediately after Halloween displays were taken down.
"They want to beat the other stores to the punch," Iyer said. "But they're listening to customers too."By putting holiday items on display earlier, stores give more opportunities for people to come in and buy decorations and gifts. With more time for buying, the stores can stretch out the most profitable time for retail sales.
Even though retailers might feel that a longer holiday season spreads the joy, some say such a long season doesn't yield to a better one.
"It starts so early, it's a little overboard," said Cynthia Krull, a sophomore biological sciences major. "Two months in advance takes from the meaning of Christmas. Since when does Christmas mean iPods?"
Other students said it is too soon to focus on Christmas.
"You have to get through one holiday to get to another," said Alex Grim, a sophomore sports and exercise science major. "You have the whole month of December to deal with Christmas. There's still Thanksgiving to get through."
Homes and businesses are already displaying decorations, and in department stores, Christmas displays attract customers with shiny lights and pieces of classic Christmas songs sung by various plush animals.
Television and radio ads try to incorporate a seasonal angle to whatever is being sold.
"Stores are offering the opportunity for shopping," said Vish Iyer, a marketing professor at the University of Northern Colorado. "They're saying, 'if you're ready for it, we are.'"
Retailers, radio stations and even the City of Greeley are looking for ways to incorporate holiday cheer into everyday activities.
"Stores try to create a comfortable shopping experience," Iyer said. "Christmas is a happy time, so they want to keep shoppers in a happy mood. The city wants to create the same ambiance that stores are. They're capitalizing on the season."
Some entities look to capitalize earlier than others. Lighted wreaths were placed on street lights in Greeley around Nov. 8, and holiday themed advertising for a GPS device began airing during NFL games during the first weekend in November.
WNIC, an FM radio station in Detroit, switched to an all Christmas music format on Nov. 2. In Chicago, controversy arose over which radio station would switch to all Christmas first, while KCKC out of Kansas City beat everyone and switched on Halloween night.
Most retail stores had artificial trees on display immediately after Halloween displays were taken down.
"They want to beat the other stores to the punch," Iyer said. "But they're listening to customers too."By putting holiday items on display earlier, stores give more opportunities for people to come in and buy decorations and gifts. With more time for buying, the stores can stretch out the most profitable time for retail sales.
Even though retailers might feel that a longer holiday season spreads the joy, some say such a long season doesn't yield to a better one.
"It starts so early, it's a little overboard," said Cynthia Krull, a sophomore biological sciences major. "Two months in advance takes from the meaning of Christmas. Since when does Christmas mean iPods?"
Other students said it is too soon to focus on Christmas.
"You have to get through one holiday to get to another," said Alex Grim, a sophomore sports and exercise science major. "You have the whole month of December to deal with Christmas. There's still Thanksgiving to get through."
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