Does Christmas Season Start Too Soon?

Although most shoppers hate the idea of seeing Christmas decorations up before Halloween is even over, retailers aren't about to pass up sales opportunities by marketing Christmas in September or October. According to a New York Times article devoted to the subject, Carolyn Beem, a spokesperson for L. L. Bean stated that for the holiday season, there is always a level of anxiety. Advertising Christmas months earlier than the actual holiday "serves the marketing purpose. It gets people thinking that the holiday is coming." (1)

A New-Media Journalism blog from Slippery Rock University about the timing of the holiday displays (dated October 30, 2006) noted that Wal-Mart put Christmas trees up in September, and that their Christmas decorations were out before the Halloween costumes. The writer argued that "the Christmas-all-the-time thing has to stop. Over saturation kills the product." (2)

The attitude is shared by everyone, even those who love Christmas. Whenever the trees, ornaments, and green and red ribbons and bows come out during fall, before Halloween is over and Thanksgiving even begins, the sight is met with groans and anger. The attitude is that the stores are helping to commercialize the holiday, taking out the fun and religious aspect of it and incorporating the stress that comes with finding the perfect gift for friends, family, and co-workers. Plus it rushes the inevitable disaster of shopping around holiday season, as all stores are busy and hectic during December.

Kristin Kile calls this phenomenon "corporate hype" in her article "Christmas trappings now evident around Halloween". Just like most people, she doesn't remember Christmas hype starting so early. "I can just imagine things a decade from now," Kile laments. "Labor Day celebrations will be overshadowed by Santa Claus and Rudolf the Red Nosed Reindeer." (3)

While that may sound far-fetched, Kile notes that the idea of fake trees and lights being displayed before Halloween was even over was absurd when she was younger. I can sympathize...while Halloween is noted as the holiday that makes the most in sales, second of course to Christmas, it hardly takes in as much money. Plus there are those who celebrate Hannukah and secular winter celebrations who add to the number of sales.

A survey conducted in early September concluded that shoppers are willing to wait to see Christmas displays. (4) The survey was conducted by market research firm NPD Group, and chief retail analyst Marshal Cohen wrote that he saw a holiday display on August 18th. "That's nearly a month earlier than last year...Retailers are looking to start the season earlier but consumers just aren't ready." (4)

Still, the early decorations may have an effect. According to the National Retail Federation, forty percent of shoppers begin their holiday shopping before Halloween. (5) It is difficult, however, to know whether the sales would be made without the displays or if shoppers are simply responding to the early reminder of the upcoming holiday. Also, the study made by the NPD group stated that forty percent of shoppers don't plan to start Christmas shopping until after Thanksgiving, ten percent higher than last year. (4)

For those who hate the idea of confronting Christmas decorations before everyone's done trick or treating, there are alternatives. The popularity of online retailers like Amazon.com have been a refuge for those who dare not venture into a mall parking lot, and they usually have sales and bargains on shipping for online holiday shoppers. There's also the option of opting-out, or not participating in the Christmas shopping rush. Buy Nothing Christmas was started in Canada as a response to "over-consumption of middle-class North Americans". Families and friends can participate by not buying anything, and participating in other alternative activities. (6)

Whatever shoppers intend to do this Christmas, if they venture into a store today they'll most likely be confronted with trees and ornaments among masks and bags of candy for trick or treaters. It's hard to say what will stop the over-commercialization of the Christmas holiday, but as long as the early displays make money, they probably won't stop anytime soon.

(1) "Stores Know You Don't Like Christmas Marketing In October, But Don't Care" Digg.com (http://digg.com/business_finance/Stores_Know_You_Don_t_Like_Christmas_Marketing_In_October_But_Don_t_Care)

(2) "How soon is too soon?" October 30, 2006, New-Media Journalism Class (Slippery Rock University) (http://srunewmedia2006.blogspot.com/2006/10/how-soon-is-too-soon.html)

(3) "Christmas trappings now evident around Halloween" Kristin Kile (http://media.www.wilkesbeacon.com/media/storage/paper533/news/2005/11/21/Opinion/Christmas.Trappings.Now.Evident.Around.Halloween-1111047.shtml)

(4) "Christmas in October? No thanks, shoppers say" Parija B. Kavilanz, CNNMoney.com, October 9 2007
(http://money.cnn.com/2007/10/08/news/economy/npd_holidaysurvey/index.htm)

(5) "For Shoppers, It's Christmas in October" CNBC.com (http://www.cnbc.com/id/21321174)

(6) "Buy Nothing Christmas" (www.buynothingchristmas.org)