For many, the arrival of fall means two things: good TV and the onslaught of moralizing complaints from your great aunt that the Christmas season comes earlier and earlier each year.
The truth is that more than a third of consumers begin shopping for Christmas at least nine months before the stockings are hung. The majority, however, start as soon as the leaves change.
Global marketing company Epsilon conducted a consumer holiday shopping survey in June and uncovered ways marketers can capitalize on shoppers' behaviors. "When it comes to holiday marketing strategy and promotional efforts, marketers need to think holistically, follow external spending patterns, maximize their efforts throughout the year and redirect their dollars accordingly to people who are still shopping," said Jean-Yves Sabot, Epsilon vp of retail business development.
Here are some details from the study.
This story first appeared in the Sept. 28 issue of Adweek magazine. Click here to subscribe.