CONFU$ION & CONTU$ION, $0 WHAT $EASON I$ IT?

Here we are in the thick of it and/or at the end of the Back to School season (& Back to College’s) $68 B±

(NRF), retail’s #2 time of year. By the time we get to Labor Day we’re already in post B2S selling. Labor Day

also calls an end to the biggest movie season of the year from May 1 to Labor Day (Summer Movie Season) worth

$4½ B± and it also is one of the biggest travel times of the year (AAA predicts 35.5M going by car LD time 2015).

This is a growth of 1% over 2014. LD gas prices will be $1.00± lower than last yr. With increased driving this

time of yr Americans will save about $1.2B. (For our hypothetical Labor Day Mo, A family of 4 with 2 drivers will save

about $96 assuming 25 mpg and 1200 miles driven per mo.) It seems in proper order “kinda” with BTS leading, LD

following and they intersect a little bit. But, not so fast, haven’t we already seen pumpkins and costume pushing

B2S (& LD) stuff to the rear of the bus? We already know thx to the likes of sellinghalloween.edge.com that

there are lists of 2015’s Top H-ween trends. We list some of them and our own as well.

 Ecommerce & social media continue to impact price points for costumes and what’s hot.

 GIRL POWER is much more evidence these days with the likes of Hunger Games, Frozen, Power Rangers, Hello Kitty, etc.

 H-ween is on Sat this yr & that means 2 possible weekends for parties and an increased likelihood that families will harmonize

their costumes and even theme their home decorations, too.

 Kids, teens, tweens and adults MUST be artfully and appropriately separated by tattoos and adornments such as cell phones and

other various mobile devices.

 Surely, Jurassic World, Avengers, Transylvania and Star Wars will also have impact.

And, guess what, even b-4 we had a chance to sell off the last of B2S stuff, roast pumpkin seeds, we have Wal-

Mart telling us (during the last 10 days of Aug) that it will start its holiday layaway on Aug 28th (2 weeks earlier than last

yr) making 40,000 items available under its layaway payment plan. (Kind readers it’s NOT even LD yet!) Additionally,

to coincide with the launch of the new Star Wars flick in Dec, Wal-Mart will have 500 new SW products

available by 9/4 as part of the global SW “rollout”. By the way layaway can have a significant impact (10%-15% of

revenues) in poorer areas thereby increasing total holiday sales. Amazon, not to be left in the cold announced a

few days ago that a new service called Prime Now had just been applied to its home town. Seattle residents

could now get 1hr delivery on thousands of items including beer, 7 days a week. We can ONLY speculate on the

value of this service as it expands throughout the nation and its extraordinary potential during the upcoming

holiday season. Can you imagine if it works? WOW!

FINALLY, e marketer reported on 8/24 the US sales for the holiday season (Nov & Dec) will grow by almost

$400B for an increase of 5.7%. This comes on the back of a tepid growth rate last year of 3.2%. Credit for this

likely growth is being given in part to our continued gas savings. Also, smartphone m commerce phones will make

a significant contribution this year as well. It will enable quick and continuous buying throughout the holiday

season. And, please remember that holiday sales will be b/t $600 B & $700 B!

(FINALLY)2, we ask you which season are we pushing, promoting, celebrating and salebrating? Is it the End of

Summer movie season, BTS, Halloween, the Holidays or what? It is indeed a glorious time of year where

store shelves are confused, shoppers get bruised and cash registers are constantly infused.

$O, WHAT $EASON I$ IT?

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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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