October 20, 2015

Selling The Holiday Spirit


If it were allowed, some people might start lining up now for Black Friday sales and holiday promotions. This time of year, retailers are rolling out their holiday deals and end-of-year events to capture the attention of shoppers both in store and online. Capturing the attention of shoppers is harder than ever as more and more omnichannel options emerge. Long gone are the days where you had to rush to the mall (Love Actually-style) to pick up a last minute gift for your sister-in-law’s mother.

When I was in high school I worked at American Eagle for a season and to this day, I cannot listen to Merry Christmas (war is over) without wanting to scream and then perfectly fold a T-shirt. Point being, millennials (myself included) no longer want to buy just something. We want to buy an experience. We don’t like being pushed products, but are happy to immerse ourselves in a marketing experience that engages all our five senses, our interwebs and our smartphones.

The holidays are no exception. Holiday tree lightings are now large-scale events with entertainment, music, food and beverage tastings, contests and hashtags. While holiday planning started months ago for retailers, don’t forget that breaking through the clutter is key when you want to capture audiences in the next couple weeks and months. Check out this roundup of retailers who  “made the nice list” in 2014, from Inc. Who do you think will be this year’s retail rockstars?