ADvice 'Tis the Season for Retail Advertising! Coastlines ADvice article by Dawn O'Connor, ECAF Past President
	Dawn O'Connor

As Did you know that most retailers do 75% of their business the last quarter of the year? The holiday shopping season is upon us, but in the wake of Hurricane Ivan, many retailers’ budgets are strained, and many regular holiday advertisers might be thinking about scaling back this holiday season. Bad idea! Here are the reasons that area retailers should consider continuing their normal holiday advertising schedules, or at least, spending as much as they can justify for their expected return on the dollar. Studies show that when a company continues to advertise when its competition slows or stops advertising, the advertiser gains market share over its competition. Recent economic indicators show that the economy is on an upturn and consumer confidence and spending cannot be far behind. When 75% of the year’s sales are occurring, retailers need to compete for their fair share.

Many retailers have considered that following Ivan, area shoppers are scaling back this holiday season. However, early holiday sales are brisk. Even if the doom and gloom is correct, a smart retailer will continue to advertise and get its sales message to the consumer. The advertiser may not reap the benefits immediately, but past studies have shown that advertisers who maintain consistent schedules during economic slow downs, are the first to reap the rewards when the economy picks up. Furthermore, the consistent advertisers are the ones who gain “top-of mind” awareness with consumers, and that consumer awareness translates into increased market share and sales when the economy improves.

Another reason to continue to advertise this holiday season is that we just elected a Republican president. Did you notice that the stock market immediately took a jump up the afternoon the announcement was made? There is usually an economic upturn immediately following the election of a Republican. No matter what your politics, take advantage of the situation and advertise. As one of my clients says, “Bait your hook when the fish are running.” In other words, if consumers are buying, you should have your message out there to bring them into your business.

Finally, remember, more local consumers will be buying in November and December than at any other time of the year. (Yes, it is true, that in our tourism economy, some of our retailers have higher sales in July than in December.) But for any retailer, this is the time of year most spending takes place. Look at your budget and the possible return on the dollar and don’t miss this opportunity to gain market share and sales. That would really top your holiday season, wouldn’t it?

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