Summary
There is a sense that retailers know the customers attitudes of pushing the seasons. Yet the retailers can also see that this year may not be the best Holiday season for sales and profits. In order to generate the high profit sales they are pushing out the Holiday goods under the cover of darkness. That is one day there is fall clearance the next Holiday goods with the full selling margin. The hope will be to move goods before Thanksgiving to avoid the deep discounts that happen just before Christmas. Now when the discounting happens there, in theory, will be less goods to be discounted. Also by not advertising a Holiday sale the potential impact of customers complaining about pushing the seasons will be deflected. Today while shoppers are buying their Halloween goods they can purchase the first and best of the Christmas items without feeling that they are pushing the season themselves.
Analysis
I was in a major Home Improvement Store the other day to purchase some remodeling items. The first thing I noticed was the Christmas goods set up and ready to sell right in front of the store. There was not the idea of placing the goods in back and then moving forward. My wife collects houses and the first place I looked was at the houses to check out what is being offered. I realized that they hooked me to buy Holiday in October. The impact for retailers is that the ones who wait may miss out on sales. The first ones with the goods displayed have the best opportunity to sell at full price and to have less at the end of the year to deep discount. I am also convinced that by not advertising, or anyway soft selling the Holiday, the retailers will not have the major complaints of pushing the season. This year will be hard on retailers. Recalls and job related news are making it hard for the consumer to part with their money. New ideas are needed to allow some retailers to continue in the future.
