Black Friday has traditionally
been the start of major holiday buying but it has crept into what some now call
Gray Thursday – Thanksgiving Day. Did
you shop in-person or online on Thanksgiving?
If you did, you joined 28% of
all American shoppers who shopped before midnight Thu.
Over the entire weekend, three-quarters of all Americans – men,
women & children, young and old - shopped. Holy Kris Kringle! Read
more about it here.
Shopping has become a blood sport
in American culture where people vie for the best deals, scramble for the
hottest products and scheme to “win” at shopping. Can you image anyone going to such lengths 30
years ago?
Throughout the year, displays and
fixtures silently but effectively present products and services that shoppers
may consider for purchase. During the
holiday season, though, retailers and brand marketers turn to megaphones – TV
& radio ads, print campaigns, email blasts, online pop-up ads – to get our
attention and possibly win our wallets in spite of knowing that 70% of all
purchase decisions are made in-store.
Not unlike the recently-ended
political season, I hear people wishing for more civility, lower stress and
less strident communications. But, just
like politicians, marketers know: noise
works. And, as long as we respond to
that noise and vote with our dollars, we’ll keep getting it.
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