Beginning with Black Friday and running until days after Christmas are considered the most anticipated and expected shopping days of the year. These holiday months of shopping make a difference in whether it is a good or bad year for most retailers financial statements. Because, once the holiday season is over retailers know how hard it is to even maintain a fraction of the shopping frenzy experienced during this time period.
When post holiday season kicks-in, consumers get back to life, frugality, diets, disciplines - you name it -- whatever New Year's resolution promise we made.
During this down period, retailers turn their focus to getting us back in the stores. Sometimes that focus can make our shopping experience a little confusing.
Here's my recent confusing shopping experience. My daughter needed a Valentine's Day craft classroom project; so, I had to go shopping. (Of course I did research first online).
Stepping in the stores, I was immediately hit with Valentine's Day, and Easter all at once. It was overwhelming with holiday merchandise competing against one another. Plus, I thought, really Easter all ready? Ash Wednesday hasn't even happened!
Confusing because retailers are not sure when they will see us again; so, they merchandise every possible holiday in hopes of enticing us to purchase something - anything.
While retailers see it as creating excitement in the stores; it can sometimes appear to shoppers as if retailers are grasping for dollars and, it's a turn off.
But after I was done shopping (I hit three different stores). I thought about my afternoon smiling and embracing the journey; because, ultimately all of the different holiday merchandise was their way of welcoming me back into the stores by making sure that they have something that I might like.
They were waiting for my return, and happy to see me again!
Sonya Ruff Jarvis, is the Managing Member of Jarvis Consultants and Founder of the eRetailer Summit. Sonya has extensive experience in creating original innovative solutions to overcome major business challenges. Sonya has spent most of her career visiting headquarters across global industries and has built strong business relationships across diverse brands.
Sonya has a M.B.A. in Marketing. She is married and has a daughter and they live in Fairfield County Connecticut.