ho-ho-holidays
Posted by Anthony Zumpano on November 10, 2009 08:59 AM
Have you noticed a lot of holiday advertising already? Retail brands are spending more than last year on advertising, but it’s not because they expect consumers to gift each other like it’s December 2007.
The reality is, the consumer-spending pie is still smaller than pre-recession levels, and retailers are recognizing that it will take a “spend money to make money” approach to grab every coveted slice.
Unlike years past, when an audience could be wowed by a line of fresh-faced khaki-clad jitterbuggers, this year’s ads will approach consumers as thrifty, not spendthrifty, shoppers, and offer recession-friendly deals like Kmart's layaway plan in the above clip.
According to the Wall Street Journal, “While each company will have a different marketing approach, they all have one thing in common: touting value.” In other words, it’s still better to give than to receive, but there’s no reason that you have to give it all away while giving.
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