It’s not much of a holiday season, this year. You can see in the accompanying pic what this turkey thinks of it (insert your own nasty caption).
Here’s what you are bound to see in the news/marketing media starting next Monday:
- Reporting of Black Friday’s shopping data
- (Over)analysis of same
- A lull (back to Microsoft, Twitter, Facebook and anything Google for a couple weeks)
- Reporting of deep discounts leading up to final shopping days
- Numerous johnny-come-lately quotes like “Looks like we are headed for a recession.”
Loyal Lairig Marketing readers (LLMRs), however, will look past all this falderal and thoroughly evaluate the Black Friday data and much, much more. They are going to be watching for early warning signs, to ensure their 2009 turnaround plans are teed up properly.
Black Friday Data
What others will focus on: online and offline revenues.
What LLMRs will focus on: store traffic volumes, credit versus cash purchases, sales trends by category, internet traffic and top-ranked search keywords; all of these data points relative to last year.
What LLMRs will focus on: housing data for November; they will want to see where things are headed now that Treasury might throw some rope to the housing industry, now that the decline in home sales prices is slowing sequentially, and now that the U.S. has more new households being formed than new houses in inventory.
What others will focus on: stocks or industry sectors related to their individual stock portfolios.
What LLMRs will focus on: statistics from the semiconductor industry, and end-of-quarter financial guidance from B2B companies; for the latter, focus on revenues rather than earnings since, for marketers, recessions are about sales, not profits.
The level of link-baiting headlines, misguided analyses, and bad advice from the mainstream media and the Interwebs and the blahggers will be unprecedented this season. So keep the mixers fresh, the ice bucket stocked, and the bottle openers close at hand.
No wonder alcohol never suffers a recession.