購物者其實喜歡提前的耶誕節廣告

Shoppers Actually Love Early Christmas Ads
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只有少數小氣鬼才會抱怨。

年復一年,我們愈來愈早看到節慶促銷活動。我們每年都會抱怨,現在就播放耶誕節促銷廣告實在太早了。為何這情況仍持續出現?雖然消費者聲稱很厭惡這種現象,但從商業角度來看,提早播放節慶廣告其實是有效的。20%的消費者在9月就已開始買禮物,40%的消費者在萬聖節之前就已開始買。

上一季的一項調查,詢問美國成年人對這現象的感受。有三分之二的受訪者,在9月就已看到耶誕節廣告,三分之一的受訪者說這讓他們很厭煩。但同樣有三分之一的人表示,喜歡提早看到這個季節來臨的跡象,這讓他們心情愉悅,也提供關於買禮物的有用想法。若按年齡層細分,最有可能提前幾個月享受假期的,是45歲以下的人,以及家庭收入較低的人,也許他們喜歡有機會花較長時間規畫假期開支。

不意外地,家裡有孩子的成年人,比沒孩子的人更喜歡提早看到節慶廣告。一個簡單事實是,耶誕節是一年中最繁忙的購物季。把它分散在幾個月當中是有道理的,對零售商是如此,對你也是如此。

(劉純佑譯)


Every year, we start seeing holiday sales earlier and earlier. And every year, we complain that it’s way too early for Christmas ads. So why does it keep happening? As much as consumers claim to hate it, from a business perspective, early advertising for the holidays actually works. 20% of consumers have already started buying gifts in September, and 40% by Halloween. A survey last season asked American adults how they felt about this.

Of those surveyed, two thirds had already seen Christmas displays by September, and one third said it drove them crazy. However, the same percent of people claimed to enjoy seeing early signs of the season, reporting that it puts them in a good mood and gives them helpful gift-buying ideas. Broken down by age, the people most likely to enjoy the holidays months in advance are those under the age of 45, and with lower household incomes -- perhaps appreciating the chance to budget holiday spending over a longer period of time.

It's also not surprising that adults with children in their households like seeing these premature holiday commercials significantly more than those without. The simple fact is that Christmas is the busiest shopping season of the year. Spreading it out over a few months just makes sense -- for the retailer sakes and your own.



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