成人头条

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It's beginning to look a lot like Christmas in July as retailers do their best to get consumers in a shopping mood. 成人头条 marketing expert Cindy Claycomb says these mid-summer sales have become quite popular.

Claycomb: "From a historical perspective, Christmas in July has become quite popular over the last 30 years. And the purpose of it is to try to get consumers to come in during a typically slow time before the back-to-school sales start."

Sure, Christmas is still five months away, but these Christmas in July retailers want to do their absolute best to get shoppers in the mood for shopping, as Claycomb explains.

Claycomb: "So why would retailers use Christmas in July sales? Well, one reason is Christmas is the biggest season for retailers, so if you can get consumers to come in early, that gives them a reason to buy, to give them this promotion to come in early and take advantage of Christmas in July."

"Other factors that retailers use Christmas in July sales is that you can help cash- and credit-strapped consumers kind of spread out their purchases over the years or provide layaway services for them."

Claycomb says businesses take different approaches with Christmas in July sales.

Claycomb: "Christmas in July sales can focus on a variety of products. Some retailers focus on all their merchandise or some promotional merchandise, but some retailers really take a Christmas-themed approach and sell decorations and gifts."

According to Claycomb, the prices are what make shoppers very festive about doing their Christmas shopping in July.

Claycomb: "Christmas in July is a catchy phrase, but consumers probably really don't care about the name. What they like is the savings that they get from that, and they'll come in for that reason."

And make no mistake, retailers are doing what they can to boost sales.

Claycomb: "Remember that the real focus for retailers of Christmas in July sales is to increase sales. Clearly, Christmas in July sales can create some buzz because of the novelty for retailers, and it gives retailers an opportunity to potentially draw attention of consumers."

Stores that push holiday sales in July appeal to cash- and credit-strapped consumers who want to spread their purchases out over several months, rather than leave them all to the final weeks of December, said Ellen Davis, spokeswoman for the National Retail Federation.

Nicholas White, a retail analyst in the Gerson Lehrman Group network and a former executive at the Zales jewelry chain, said shoppers don't want to walk into a store in July and feel like Christmas is "being shoved down their throats."

But if done well, he said, early holiday promotions can engage customers who are "looking to retailers to help them solve a big problem, which is how to pay for Christmas this year."

One reason some parents love shopping in July for their Christmas gifts is because children are unaware of what they are doing. Hiding Christmas presents gets easier every year when the children are normally outside playing in the summer sun when they bring their Christmas presents home.

Thanks for listening. Until next time, this is Joe Kleinsasser for 成人头条.