The Halloween hangover is upon us, figuratively of course. While candy and spooky decorations are on heavy discount, the elephant in the room must be addressed. November does not get considered in the minds of consumers, aside from Black Friday. It is interesting how a whole month seems to be in the way of the real holiday month – December.
Is November valuable? That depends on who you ask. Marketers would say “yes” for Black Friday and the holidays for sure. While consumers might be deciding on what to spend their holiday funds on, those in the advertising world are kicking campaigns into high gear. Rebuild is no stranger to the whirlwind of holiday planning either.
Our SEO Manager Nick Van Huis says, “It would appear marketers are justified in skipping over Thanksgiving to market the holidays. But that depends on if people count Thanksgiving as part of the holiday season.”
Trends from the past five years for the search term “holiday shopping” show spikes happening at the end of November either right before or a little after Black Friday. The data shows that to be a “yes” for many consumers.
So, it’s no surprise businesses are lining their shelves with holiday-themed items as soon as those jack-o-lanterns go dark. There’s no real incentive to run much of anything resembling a deal for the first three weeks of November unless it involves Black Friday.
“It would appear marketers are justified in skipping over Thanksgiving to market the holidays. But that depends on if people count Thanksgiving as part of the holiday season.”
Securing a spot in the mental budget of a consumer is the dream of any retailer. By the time December rolls around, most people have a good idea of how much they’re planning to spend. So, it makes perfect sense for retailers to increase their chances at relevancy in November.
There’s also another point of contention to consider when advertising to the consumer market as well – Millennials. They are projected to be worth 24 trillion dollars by 2020, so tapping into what tickles their fancy is critical. Coaxing dollars out of the largest piece of the consumer pie will take work considering they are a thrifty bunch due to economic factors.
But Millennials only make up about 30% of all consumers, so it’s still important to include families into the mix. The holidays are all about getting together, which means marketers should be using this angle to tap into the rest of the holiday market.
One thing to consider is if holiday overexposure is damaging to consumer excitement. Also, the consumer trend of waiting out early sales for better ones later on is prevalent. There are a host of real risks for businesses that balance their margins on the razor’s edge of early holiday marketing. But the reward cannot be understated: Consumers are ready to spend a lot at the end of Q4.
Gradually adapting products to the holiday seasons seems to alleviate some pressure by satisfying anti-early holiday purists and early shoppers alike. It might not generate crazy numbers, but it turns out to be much more agreeable for all parties involved. As for November, it will remain a month that’s largely unimportant until the final weeks where hearts, and wallets, will be wide open.