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Ho-Ho-Hold It: Should We Give Up on Holiday Shopping Season?

Ho-Ho-Hold It: Should We Give Up on Holiday Shopping Season?

I have to admit, when I read the Harvard Business Review’s recommendation that retailers give up the holiday shopping season, I was a little taken aback. The holiday shopping season is critical to retail – the National Retail Federation reports it can account for as much as 30% of a retailer’s annual revenue – so why in the world would we give up holiday promotions, discounts and sales?

HBR has one good reason: holiday promotions just aren’t working anymore. All of the special things retailers used to do to promote sales, including free shipping and ‘bonus’ gift cards with purchase, are now expectations year round. Many shoppers find the in-store shopping experience less than ideal during the holidays, especially when poorly-trained temp staff can’t provide the expected level of customer service. Compare this to the comfort and convenience of shopping on your phone while snuggled in bed – something 43% of US shoppers like to do, according to BigCommerce.

So that’s interesting. The other argument HBR brings to the table is one that I find a lot more compelling: if we stop focusing so heavily on the holiday season, could retailers increase overall annual sales? Millennials in particular will buy things for themselves as well as others during the holiday shopping season; with that in mind, HBR argues, shouldn’t we be encouraging gift giving year round?

[Tweet “There are other gift giving holidays – Valentine’s Day, Mother’s Day and Father’s Day…”]

There’s some wisdom there. There are other gift giving holidays – Valentine’s Day, Mother’s Day and Father’s Day top the list – but who says gift giving happens only on holidays? Babies are born every day of the year, and it’s never a bad day to make the special people in your life feel appreciated. Ramping back holiday marketing efforts is a little easier to contemplate if there’s increased outreach during the rest of the year.

Few things in life are all-or-nothing choices, and that may very well be the case here. The 2017 holiday season is upon us, which means promotional decisions have already been made. But in January, everything starts fresh. During your planning process, think about what times of the year might benefit from a little of the energy and excitement you bring to the holiday season. It’s one case where it certainly can’t hurt to try.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office