A seasoned marketer might have moved right past the dopey headline: “Price Matters For Holiday Season.” That’s been true for three holidays in a row now. No news there.
For example, from the article:
“In a recent poll of 1,000 shoppers by America's Research Group, 78% said they were more driven by sales than they were a year ago. During the financial meltdown in 2008, that figure was only 68%.”
Note the use of “only,” when the number in reality represents TWO-THIRDS of shopping public. This is just a little more recess for your recession.
This time around, I fear, the numbers are driven by consumers seeing the fear in retailers’ collective eye. The AP article lists several examples of big-name retailers promising not to be beaten on price. (To show how limitless its dysfunction is, Sears promises to beat any price BY TEN PERCENT!).
Remember, too, these holiday strategies come in the midst of forecasts for a banner Halloween, as if anyone cares.
In describing its plan to give consumers gift cards if they find a better price elsewhere, a Walmart exec had this to say about what he called the other guys’ “promotional intensity and gimmicks.”:
“[our gift card plan] gives customers peace of mind that we are an advocate for them…"
No. It shows consumers how panicked they should feel, a full month before Black Friday.
Another retailer was quoted as saying “The days of marketing the stuff in your store because it was a hot brand are over…"
I’d say that the day you call the stuff in your store “stuff” is when you should pack it in.