The Not-So-Merry Pitfalls of Christmas Marketing

Holidays are known for bringing together family and friends, as well as for celebrating cherished traditions. Christmas, in particular, is a magical time where Santa Claus, elves, and reindeer remind us that come December 25th, participants will be rewarded for their patience with a bounty of gifts under a sparkling tree. For retailers, inducing the shopping spirit with all the traditional mood-enhancing sights and sounds can be a minefield. Whether it is Christmas trees or holiday jingles, merchants are increasingly mindful that the slightest misstep in a seasonal display can create an unintended retreat, rather than foot traffic to the checkout line. The Recent Controversies For millions of Christmas observers, the holiday is more than eggnog and snowmen: it is a sacred tradition from which everything else associated with the season flows. For many of the faithful, it can feel as though its religious significance is not only undermined, but also scorned when wise men and angels are absent, and even Santa's traditional sleigh is replaced with an ostensible spaceship. This was exactly the scenario when, this past November, a Long Island mall replaced its usual holiday village with Santa Claus enthroned in a futuristic looking "glacier," rather than his traditional toy-filled sleigh. The absence of garland and reindeer was painfully noticeable. To these shoppers, the omission of elves and wreaths is a disfigurement that will result in the loss of their business. Meanwhile, in another mall located in North Carolina—also owned by the same company that owns the Long Island property—a similar ultramodern display has caused comparable reaction. In that case, the response was a petition of 16,000 signatures protesting the perceived abomination. On yet another front, Starbucks' red holiday cup—devoid of snowflakes and snowmen—has caused even further outrage. This being the age of all-things-digital, the controversy erupted in a mammoth display of indignation with social media personality Joshua Feurstein's very negative reaction transmitted via internet. The video has received more than 15 million views and 500,000 shares. What's a Retailer to Do? The Starbucks debacle was extinguished quickly. While the company issued a public statement that its intention was to invite customers "to create their own stories with a red cup that mimics a blank canvas," it was actually the robust power of social media that quelled the controversy. Once millions of consumers pointed out that, the coffee giant never had "Merry Christmas" on its cups, the "scandal" died as quickly as it erupted. The take-away for retailers is this: approximately 40 percent of Christmas consumers report that they begin shopping for the holidays before Halloween. This valuable tidbit provided by the National Retail Foundation is quite instructive since it means that a statistically significant percentage of holiday shoppers are making their purchases even before the Christmas decorations begin to appear. For the 41.5 percent who start their holiday shopping in November, creating the right balance of seasonal ambiance can feel a bit more challenging. Too much or too little Christmas decoration can negatively impact sales. Suggested by the old adage, the remedy is, "all things in moderation." Holiday shoppers of all types certainly want to feel inspired, and winter themes are always a safe bet. For example, there was no reaction to Starbucks' previous holiday cups adorned with snowflakes and poinsettias. In addition, everyone loves the beauty of lights that illuminate windows and trees on some of the darkest nights of winter. Lessons Learned If there is anything that can be learned about Christmas retail displays, perhaps it is not so much about what is curated, as much as it is about when it appears. This year, reindeer and snowmen began appearing as early as mid-September. Furthermore, a number of retailers initiated door-busting deals just after Halloween. For many shoppers, it is all a little too much, too soon. According to one consumer psychologist, when and how to shop for the holidays creates more anxiety for consumers than almost anything else. Kit Yarrow's research reveals that shoppers who adhere to the religious significance of the holidays feel disrespected by retailers' efforts to extend the holiday shopping season unreasonably early. According to Yarrow , many of these consumers are fearful that the true meaning of Christmas is being diluted by "greedy, manipulative retailers" whose seasonal displays come too soon, rendering the holiday meaningless. This suggests that the timing of Christmas decorations is at least as important as the content. It further offers merchants some invaluable insight: offering great deals early on is one thing; associating those deals with Christmas shopping is a bit riskier.