It seems like a no-brainer — the vast majority of consumers would prefer companies spend their holiday marketing dollars and energy on preparing their apps and websites for the Cyber Monday rush than on decking the halls and piping in Christmas music before the Thanksgiving turkey has even been carved. (Imagine! The alleviation of two major holiday annoyances at once!) This can’t possibly come as a shock to retailers and brands, but maybe now that it’s been proven by a major study, they’ll take note? PLEASE?
A survey of 2,038 Americans 18 and older, conducted online by Harris Interactive on behalf of SOASTA, has found that 81% of American adults think stores should not play Christmas music before Thanksgiving, and 77% think stores shouldn’t put up Christmas decorations before Turkey Day. Meanwhile, 78% feel stores should have a specific “Cyber Monday” website that can handle millions of people shopping for the holidays at once, and 75% want stores to have a dependable app(s) for smartphones that can easily handle mobile sales for the holidays.
In other words, retailers: Put down the wreaths, walk calmly to your IT departments, and put some focus into giving consumers what they actually want — a bug-free way to buy your products!
“The results of our Holiday Retail Readiness Survey demonstrate a growing trend—that more and more Americans want retailers to focus on getting their websites and apps ready for the holiday rush instead of decorating for the holidays too early,” said Tom Lounibos, SOASTA CEO, in a news release.
And this attitude has been steadily growing. “When we first conducted this research last year on ‘Christmas Creep’ an overwhelming majority of Americans told us they want stores to focus on making sure their websites are ready for Cyber Monday and that their mobile apps are capable of handling the shopping demand. After the last Holiday season those percentages have only increased,” said Lounibos.
Despite this clear trend in consumer attitudes, record numbers of companies (nearly half!) began their holiday marketing before Halloween this year. So, it would seem the information gleaned from this study over the past two years is, at least so far, falling upon deaf ears.