On August 22, we got the Sears “Christmas Wish” catalogue delivered to our home. It was a sunny, hot day that almost reached 30C. The sprinkler was watering the garden while we enjoyed a cold beer on the porch, sitting in shorts and T-shirts.
The last thing I wanted on my mind was winter. But there it was, two pounds of wildly-inappropriate seasonal shopping choices, refusing to be ignored. As welcome as a fart in a crowded elevator.
It seems every year “Christmas Creep” advances down the calendar, earlier and earlier. Last year I heard Xmas music in stores on November 1, right after Hallowe’en. I was told that canned Xmas crap played on November 11 – while we stood in silence during the Remembrance Day memorial service – in stores where no one takes a mere two minutes of silence to remember our veterans.
That’s seriously ugly and not a little demented. Are we so shallow, our values so twisted that we can’t stop marketing, can’t stop advertising and promoting for a mere two minutes of respect? This egregious commercialism is eroding our values, like the inexorable ocean waves erode the shoreline.
The Urban Dictionary defines Christmas Creep as:
Universally hated, market driven phenomenon that if left unchecked will eventually culminate in an uninterrupted decade of concatenated carol medleys, closely followed by a glorious moment of frantic arson destroying every Christmatastasized mall in America.
Add Canada into that definition, please. I’d call for boycotts, but it seems too tame after that.
Shoppers heard Xmas carols blaring through stores on Oct 27, in the American city of Frederick, in 2010, spurring customer complaints. Didn’t stop everyone from maxing out their credit cards, it seems.
That’s not the earliest, by the way. But shoppers may be getting immune to the hypocrisy, to the calendrical backstep that brings Xmas shopping earlier every year.
One day soon, I expect, we’ll hear Xmas music in stores right after Labour Day. Think I’m crazy? Groupon had “beat the holiday rush” coupons out in July, and Costco had Xmas decorations on display this August!
Despite what the calendar says to the contrary, summer is over for many retailers and Christmas Creep is in full swing.
In Australia, though, Charles Areni, a professor of marketing thinks getting out the Xmas decorations and playing the music the sooner the better is good for sales:
“Christmas carols are a very specific genre. They’re in a major key, they have nostalgic value, they have a reasonably fast tempo – generally they’re pretty happy. With Christmas carols it’s very much about getting people to think about buying Christmas gifts, so they have a very specific purpose.”
In addition, music is specially chosen to appeal to a shop’s target market. If people like the music, they are more likely to stay longer in the shop – the longer they stay, the more likely they are to make a purchase or spend more money.
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