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November 13, 2014

The Argument For Celebrating The Holidays Early

11.13 sarah

Photo credit: The Dieline

In the Delucchi office, almost all of us are divided in one of two camps: The people who decorate their homes for the holidays on November 1st, and the people who staunchly hold off until after Thanksgiving. It’s a stark divide! If you can’t tell by the title, I am firmly in the former camp.

  • Holiday decor that fills your home with that “cozy” feeling
  • Spiked cheer and eggnog
  • The Starbucks holiday cups
  • A overall sense of charity and giving around the world
  • An excuse for me to put my cat in an elf costume

In the marketing world, Thanksgiving barely exists. It’s a blip on our radar. Unlike the stuff-your-face-with-turkey holiday, the holiday season is typically the largest economic stimulus around the world as sales increase dramatically in almost all retail areas. In 2012 alone, the United States generated about three trillion – yes trillion – dollars during the holiday.

So why am I talking about the holidays now? Because Starbucks’ “early” celebration gets it right: I instantly went into holiday mode when that cup hit my hand around the first of November. I’ve already given my portion of that trillion dollars to Target, Overstock.com and Total Wine with purchases of decorations, gifts, and of course that holiday cheer.

Marketers and our evil tricks have already convinced people, that now is the time to start putting your dollars into the holidays, which means a longer period of stimulus, and more of it. While you may be saying – what happened to Thanksgiving – holiday-embracing-retailers are singing HO-HO-HO all the way to the bank.