This particular holiday season brings so many of us endless joy and cheer, what with the presents, dedicated family time and the looming wishful threat of snow; what’s not to love about Christmas?
Of course, it’s a different thing altogether when you’ve just finished sorting through your Halloween candy; and while you’ve still got cobwebs and plastic spiders dusting the shelves, the supermarket down the road has already stocked up on pine trees and jolly snowglobes!
Christmas just seems to be getting earlier and earlier. Going into a card shop after Halloween for something non-festive is a feat in itself, never mind the fact that the Christmas lights on Oxford Street have already been switched on!
It can be daunting, and put pressure on you as a retailer. You might think that you’re not doing enough or even that you’re falling behind.
But we at C-Talk are here to tell you that that is not the case at all- Christmas has just somehow come super early this year, and we’re here to help you get to the bottom of it!
According to a recent 2023 article by Daily Mail, former gymnast Lisa Mason states that due to the cost of living crisis, many families simply can’t afford the early merriment; whilst presenter Danielle Mason argues that Christmas cheer helps lighten the mood and put a more positive spin on things, especially for families who are struggling.
An early Christmas can also lead to ‘Christmas fatigue’ amongst customers; when holiday decorations and promotions start too soon, people may become less excited and more fatigued by the time Christmas actually arrives.
This can result in decreased interest and sales for shops that have jumped the gun a bit too early.
As stated by Lisa, the Yuletide spirit can ‘drag on’, and a decorated room can soon become the norm if done prematurely; taking the magic away bit by bit.
However, Spar Wiltshire Retailer Susan Connolly makes a note of, “Christmas is the time of year that makes most people happy, so why not embrace it early? In the cost of living crisis, I think it helps people. They can buy little bits well in advance which means they do not have a huge amount to spend come Christmas.
We all need a little joy in our lives these times, so why not? We now have a non food gifting range in store that went out at the beginning of October. Yes some people grunt, but sales are there to stay. I’m all for Christmas starting early!”
In addition to this, Londis Solo Convenience retailer Natalie Lightfoot says, “It’s bittersweet! Personally, I love Christmas at home with the family and everything it means. Retailing can tinge that, so we do pre-orders in July and August. As soon as Halloween is over, everything starts going up; maybe not decorations but certainly all the product gets remerchandised front and centre, and we start advertising on the socials November 1st.”
In regards to having thoughts on big supermarkets starting Christmas super early, Natalie says, “To be honest, we are never ahead of supermarkets. There’s a statistic somewhere that says what months people buy their Christmas presents and October actually surprises me how high. I advertise competitions and local community groups who offer free meals to support those on low income, so I try to get the balance between the capitalist market I’m in AND the responsibility I have to the community. I make sure I offer a broad mix of competitive prices so everyone can afford something; from small hampers for £10 chocolate from £1 and then pricey hampers for £75, etc.”
It’s all about finding the right balance and timing to keep the holiday spirit alive; overwhelming customers just days after Halloween won’t do anybody any good!
Additionally, starting Christmas too early in a local store might make it challenging in a lot of different ways for the store owner themself; managing inventory and meeting customer demands closer to the holiday, as well as having to maintain the festive atmosphere for a longer period of time, which can be costly overall.
All in all, we advise retailers to savour the present moment and not rush through the seasons, especially just because everybody else may be doing it.
While it can be exciting to see the twinkling lights and hear the jingle bells, there’s something magical about the anticipation and build-up to Christmas that may fizzle out the longer it lasts.
So take every day as it comes, and when you feel ready to put the tree up and toss the tinsel, know and feel comforted by the fact that you’re doing it out of holiday cheer- not pressure! And trust us- your customers will thank you.
