Should retailers stop marketing seasonal items so early?

Gina (No)

Whether it’s stores selling clovers and bunnies in February, American flags in May, pumpkins in July, gift wrap and twinkly lights in October, or valentines in December, consumers have an ever-occurring debate about whether seasonal marketing starts too soon each year. However, it's arguable that selling seasonal products early benefits retailers and consumers alike. 

Retailers can increase earning potential when seasonal marketing is done early because it creates a larger buying window. The consumer benefits by having more time to make informed decisions. This results in more thoughtful purchases rather than buying just to buy. Moreover, an early-season marketing strategy allows buyers to spread their budget, allowing for more spending. 

Allocating budgets more effectively ease the financial strain for consumers and offers more generous gift-giving opportunities. At the same time, the retailer captures higher sales; everyone benefits. New data shows that fear of late-season scarcity of goods encourages shoppers to get an early start. Retailers first among their competitors in early-season marketing ease buyers' minds and capture sales. Another consideration is how online shopping encourages brick-and-mortar retailers to embrace early-season displays. Consumers benefit from a hands-on shopping experience, where they can try on and test items before purchasing and have extra time to decide, giving retailers a leg up on winning the sale. 

Additionally, with the demand for unique handmade gifts, crafters rely on early-season retail promotions to stock the supplies they need to create, showcase, and share their seasonal inventory. Early marketing allows influencers and decorators to engage with seasonal themes early on, contributing to heightened brand awareness. Early seasonal marketing is a strategic move that enhances earning potential, promotes thoughtful gift-giving, accommodates diverse budgets, supports crafters, and builds long-term brand awareness. Embracing this sets the stage for a prosperous holiday season.

Emily (Yes)

While shopping, it’s not uncommon for consumers to find Halloween ghosts near summer lawn flamingos, Christmas bows and ribbons alongside spooky Halloween spiders, and Valentine’s Day chocolates an aisle away from New Year’s Eve party hats and streamers. This odd collision of holidays doesn’t occur because stores are excited about the upcoming festivities. Rather, it's for their own best profiting interest. Inventory is usually planned six months to one year in advance, so by pushing seasonal items early, retailers can compete for consumers’ money.

Stores know this is strategic because seeing seasonal items can be emotionally triggering for people as they remember loved ones who have passed or experience a sense of mortality as time seemingly slips away because the holiday is right around the corner again. One study discovered that 58% of people felt increased stress levels when exposed to holiday content, and some might even feel forced to decorate early even if they aren’t in the holiday spirit.

Alongside pre-holiday stress, shoppers experience pressure to not miss holiday deals. Conversely, consumers might be wise to marketing tactics merchants use while pushing these items so aggressively to make an extra buck. It can be difficult to abstain from falling for creative sales tactics, but if one holds off, the best deals occur during end-of-season sales.

By avoiding the pressure to start holiday shopping early, people can enjoy each season as they come or have time to work with a mental health professional to prepare a healthy plan to get through this difficult time. Ultimately, retailers have the power to make a significant difference in their consumers’ lives by refraining from marketing these products so early and being empathetic towards clients.