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| Oh, come on! It's July for heavens's sake! |
Why do retailers put out Christmas
merchandise so early? Why are we subjected to Santa Claus and his
reindeer before we've even packed away our summer sandals? Without a
doubt, the most common statement heard in retail stores everywhere in
late summer and early fall is, "Christmas, already?"
I
spent many years in retail, so I should know. I can give you the
insider secrets, the scoop on early Christmas merchandising, if you
will. Why do retailers put out Christmas merchandise so early? There
are a multitude of reasons.
Supply and demand.
That's right consumers, retailers put out Christmas
merchandise so early because you buy it. Whether it be a crafty
person (needing supplies for their Holiday projects) or a Grandma
shopping early (so as not to leave anyone out),
Christmas merchandise is popular
merchandise. Retailers are in business to make a profit. If they
didn't make a profit, you would have no place to shop. Early
Christmas merchandise sells well. That's the bottom line.
Retail stores have to shop too.
In order to get you
the Christmas merchandise you need and want at the best prices,
retailers have to shop warehouses early. Retailers who delay ordering
their Christmas merchandise from warehouses and manufacturers may not
have anything left to buy.
Buying early also means they have a lot of merchandise in their
own warehouses. It's sitting there, just collecting dust and taking
up space. They have to make room for the next season's merchandise.
Why not put it in the stores to increase their profit margin and make
space in the warehouse for incoming shipments?
Extending the season.
The Christmas shopping season
is the time when retailers make the most profit. Often, the profit
from holiday sales carries retailers through the rest of the year.
Christmas pays their bills. It keeps employees basking in job
security.
Why not extend the Christmas shopping season? Doing so enables
retailers to stay in business in a bad economy. It also gives them a
longer time period to sell Christmas merchandise. Why is this
necessary? To avoid waste.
Avoiding waste and lost profits.
One major problem
in the retail industry is selling all the holiday merchandise. It's a
delicate balance between ordering enough and ordering too much.
Sometimes seasonal merchandise is even thrown away at the end of the
season. Why? There's no room for it in the branch store warehouse.
Throwing or giving merchandise away is cheaper than shipping it back
to the main warehouse.
By putting out Christmas merchandise early, retailers hope to have
a better chance of selling everything they ordered, rather than
selling it at a loss, giving it away or tossing it in the trash.
Christmas cheer and goodwill toward man.
No offense
to all the cheerful customers out there, but not all customers are
good at it. In fact there is a running joke in retail about giving
good customer classes along with good customer service classes. There
are a lot of demanding and unreasonable people out there giving
customer service people a hard time on a daily basis. Customers can
be very defensive and even downright spoiled.
At Christmas time, however the tide turns for the better. Everyone
is happy. The merchandise flies off the shelf. Goodwill and good
wishes are abundant. Can you blame retailers for wanting this moment
to last more than a few weeks? After all, next up is inventory time.
ARGHH!