It's too early for the Holidays

Have you start your campaign for Christmas pre-sale? Or is it planned to launch just by the end of August?

Well, despite that anticipation might be an opportunity for the companies to anticipate sales and get some dollars from early shoppers, repetitive and anticipated marketing efforts might cause consumer's fatigue, which is natural considering they feel pressure for doing things with months of anticipation and repetitive campaigns ringing around them.

You might thing that you are not part of that team: You will launch your campaign when Halloween is over, but you already selected items for the Holidays to include in some communications, or prepared an aisle for "what will be coming this season", but it is not quite different in terms of how it impact consumers, who are already receiving signals of elfs, reindeers and snow in the middle of this summer.

This extreme anticipation from some retailers is aiming to "marketing fatigue" in the users, making more difficult for them to decide what and where they will buy their decorations and gifts.

2024 research from Optimove Insights reveals that 67% of consumers will feel tired of Holiday messages by November 1: This is over 7 weeks from the actual date in the calendar!

You might think: “Yes, but most people decorate by early December”, and even that is an accurate statement, people getting marketing fatigue will be more difficult to convince from buying to you if they feel you are pushing them so much.

It's like the waiter asking you what you want for dessert just after presenting to the table.

In some cases, especially outbound marketing, so-advanced Holiday campaigns might be perceived as harassment. So, hold your horses and analyze consumer behavior to decide when and how will be the right moment to start promoting that new 25’ Santa’s sled with reindeers!