For Many Retailers It’s Christmas In June
Christmas merchandise is appearing in stores earlier and earlier every year. Some stores are choosing to get ready for Christmas very early, hoping to attract the devoted bargain shoppers by pairing two of the biggest seasonal shopping draws: back-to-school and Christmas. In a recent article in the Houston Chronicle, Howard Davidowitz, chairman of Davidowitz & Associates, a national retailing consulting and investment banking firm, explained, “This is something that will excite these customers because this type of customer is really interested in getting a bargain for the approaching season.”
Hobby Lobby has started setting up their Christmas displays in June, while Jo-Ann Fabrics and Crafts began as early as May. Earl Johnson, co-manager of the Hobby Lobby in the Meyerland, Texas area, estimates his store brings in from $6 million to $8 million from selling Christmas goods from June to December. However, Davidowitz said that early Christmas sales are generally not enough to have a major financial effect on stores, and these early displays do not appeal to all customers. Michaels plans to expand its holiday collection in the fall, but isn’t looking to expand its small collection of holiday items that it carries during summer.
Click here to read the entire Houston Chronicle article.
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