For Marketers, Christmas Started Last Month
By STUART ELLIOTT
Published: October 31, 2010
NOW that Halloween is done, Madison Avenue is embarking on the mad dash to Dec. 25.
The sluggish economy is raising the stakes for the Christmas shopping season. Some retailers and marketers, worried that uncertainty among shoppers might increase as the weeks go by, hope to pull demand forward by moving up the start of their pitches.
Of course, the pressure to stretch the year’s great orgy of needless buying, misdirected giving, and extra-exploitative marketing runs in both directions:
Never mind those concerned about ads that make it seem that the holiday arrives too soon. Coca-Cola worries about it ending too early.
“Our challenge is to keep Christmas going,” said Shay Drohan, senior vice president for sparkling brands at Coca-Cola, so “it goes the whole way through the first week in January” and takes in New Year’s Eve, school holidays and Twelfth Night.