Research has proven pre-Thanksgiving holiday ads effective

by Jessica Pineda 689 views0

Deck the halls with boughs of holly, and deck the shelves with gifts and toys! Black Friday and the holiday shopping season is just around the corner, but it appears the ads and decorations have already been here for weeks.

On Black Friday, the Westfield Valencia Town Center will be opening at midnight, with stores such as Sears, JC Penney, and Best Buy offering deep holiday discounts to shoppers.

By the fake snow, ornaments, and Christmas music found in nearly all window displays in early November, shoppers are urged to get into the holiday spirit before Thanksgiving.

Many store managers were not open to speak about their strategies for their advertisements and offers this year.

An anonymous Bath and Body Works employee informed that the store is focusing more on presales in order to ease the crowds that are expected to come in.

“It’s not worth it, standing in long lines and dealing with all the crowds. This is a new thing this year, where we started offering our Black Friday presale deals a few days beforehand instead,” she said.

According to the National Retail Federation, the holiday season in the retail industry is considered to be the 61 days of November and December, lumping Thanksgiving in the same shopping season as Christmas, Hanukkah, and Kwanzaa.

Research by the NRF has shown that 40% of consumers actually begin their holiday shopping before Halloween in order to spread out the costs. This has prompted some stores to put out decorations and greeting cards as early as September.

Target began airing its Christmas-themed advertisements on October 14—two weeks before kids have even began to savor their trick-or-treating spoils.

“You should see the amount of research that goes into product development, customer surveys and focus groups. . . well ahead of the holiday season to see how they and peer groups react to advertisements,” said College of the Canyons communications studies professor, David Stevenson.

“They ask all kinds of questions from how you feel about an ad, what kind of products you like, recording your reaction to a video—even asking how you feel about the clothing fabric on a G.I. Joe action figure.”

Though the early holiday deals and advertisements do help shoppers get a head start, others find it to be a nuisance.

“Even three days before Halloween, I saw my first Christmas ad. It bums me out a little,” said College of the Canyons student, Jeremy Borrero.

“By the week of Christmas, I’m already sick of it all.”

Other students do not seem to mind, and actually use it as a means of relishing the joyous season. COC Student, Sydney Dunivant says it makes everything more exciting.

“It’s fine with me. It helps put everyone in the mood, it’s all Christmas-y,” she exclaims.

“The only thing that kills it for me is that someone needs to come out with a new Christmas song. It needs to happen.”


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