TODAY, IT’S ALL ABOUT “PRICE MATCHING”, “OMNICHANNEL$”, $EPT $HOPPING, “$HOWROOMING”, & YE$, “$ELFING”! (UPDATED)

 

Are Blk Fri (born in 1966) & Cyber Mon (born in 2005) still relevant? When does H-DAY SHOPPING SEASON start (with all those “doorbusters”)? Well, boys ‘n girls BF still is the #1 shopping day & CM is still #1 for online shopping but, there is so, so much, much more. ON WITH THE $HOW! THE $EA$ON IS HERE! BUT, IT AINT THE SAME OL’, SAME OL’!

The NRF Holiday Survival Kits of ‘07 & ‘08 had a gift buyer’s category called “themselves”. It avg’d $103± and then vanished from later reports. Today, if included it would raise total projected spending per holiday buyer (or HH) to $900++. We think whether “selfing” is recorded or not, it’s SHOPPING REALITY for anyone who is holiday shopping. HOW CAN THIS 4 ½ Mo ORGY (1/2 Sept, Oct-Jan) of H-day Shopping NOT spill into “Selfing”? There are too many deals to be denied even if some are self-buying. While “selfing” is MIA in most holiday buying estimates the dinosaur “Official Shopping Days B-4” still exists. How important are those “Official Days”? Perhaps, AS SOON AS B2S ENDS (mid Sept) It’s Starting to Look (retail wise) a Lot Like Xmas (Irving Berlin, 1951). The $ecret of $ucce$$ then become$ “making a list, checking it twice, to see who’s naughty or nice(John F Coot’s Santa Claus is Coming to Town, 1934). That LIST of whom to buy for (and how much to spend) has great presence in T-1. (Imagine spending $596 ½ on holiday gifting with 77% of it being on family! WOW!!!) The major diff in 2014 is that Mr. Claus had better have his LIST ready to go mos & mos b-4 Xmas. If he waited for BlkFri to start his Xmas Shopping, he may well have missed the best deal by a month or 2. Xmas shoppers must be engaged from mid-Sept through Xmas WK and Jan (according to Deloittle’s estm of the HOLIDAY SEASON). They must constantly be checking their mobile devices to see if retailers are “naughty or nice.” Shoppers must also be savvy “showroomers” to be ready to buy whether in line or online as they stop on a dime to “price match” and to be part of today’s multi or omni channel retailing. Indeed boys & girls, THIS IS NOT YOUR GRANDPARENTS’ HOLIDAY SEASON!

Compositely, THIS H-day Shopping Season has 26 Official Shopping Days (1 less than in ’13, if that makes a diff, anymore) with “in line” sales expected to grow 3½-5 % & “online” Triple-ing those %s. WOW!

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About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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