This Holiday Season Might be the Most Competitive, Desperate Ever

by Rachel Baker on November 6, 2013

The Christmas Holiday season started earlier this year, and Black Friday hours are being extended to Thanksgiving Day, not just the day after.

Holiday promotions launched before summer ended. Just a few days after Labor Day—105 days before Christmas, as AdAge noted—consumers were subjected to the first winter holiday TV commercial, a Kmart ad hyping its layaway service. Before September ended, and before most people had even begun buying candy and picking out costumes for Halloween, several retailers had jumped into the fray with deals and promotions seeking holiday shopping dollars extra early in the season.

In fact, this year it has become exceedingly commonplace for marketers to push winter holiday campaigns before consumers have had the chance to enjoy Halloween or Thanksgiving. According to an Experian Marketing Services survey, 49% of marketers had plans to launch campaigns before October 31.

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