Christmas comes earlier and earlier

Nov 14, 2019 • Aaron Goldman

Doesn’t it feel like Christmas sneaks up every year?

All of a sudden you find yourself in a department store and there goes Mariah. You frantically pull out your phone to check the date and mentally calculate how many more days you have to buy gifts for everyone on your list. It may be cliched but it’s brilliant in-store marketing. Not unlike how casinos keep the lights bright and hide the clocks so you forget how late it is and how badly you need to go to sleep.

And then there’s that moment when you see your first Christmas ad of the season. You do a double take at the TV and then look at the person on the couch – or Twitter – and ask if they just saw that too and how can it be because Christmas is so far away, right?

No, you’re not going crazy. The holiday season is 6 days shorter this year.

From a 4C perspective, we’ve been X-marks-the-spot on Xmas since September with best practices for seasonal success and first-to-market in October with details on our Chicago holiday party.

To be sure, those of us in Chi-town don’t need to dream of a White Christmas because we’re having a White November. And those in the UK can enjoy a steady serving of Christmas ads including (finally!) John Lewis and Waitrose.

Indeed the UK advertising equivalent of the Super Bowl unfolds each year during the festive season as creative production and media budgets skyrocket in a dash to capture consumer hearts, minds, and pocketbooks. Father Time will tell who tops the 4C Christmas Ad Rankings but whilst the early bird gets the worm Leafy Blinders may have the last laugh.

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