Never mind that Christmas and holiday decorations started appearing in strip malls, stores, and mega-malls before Halloween (and never mind that since our focus is B2B we try not to claim any expertise in the B2C realm!). The lastest stunt that has people raising their eyebrows is the announcement of big-box stores like Target and Kohl’s that they are opening their doors for Black Friday shopping not at 5 o’clock a.m., but at midnight after Thanksgiving Day.
Employees are complaining because it intrudes on a holiday to which they are entitled to spend with their loved ones, and religious minded individuals are upset that this yet is another incremental yet constant affront to the sacredness of their upcoming holidays. Was research on this actually done and blessed or did someone with a “marketing” perspective figured this was the right thing to do.
Will it really make a difference with the growing success of Cyber Monday and the emerging Small Business Saturday? Is any public relations fallout worth the revenue acquired during five more hours of an ungodly time? Will Americans actually arise from their food and football comas to schlep to the malls, fight for a parking space, and take advantage of supposed “bargains” (you lost four hours of sleep to save $20?)? Is that what a big-box “brand experience” should be about?
Will the aggregate number posted as “holiday sales” be that different as to raise hopes in a slumping economy (we hate this about movie premieres which have been amazingly “extended” to entire weeks, not weekends, where they announce dollars raked in (including overpriced popcorn) but not actual ticket sales)?
Oh give us the boring, mundane world of B2B. We want to sleep in Friday morning and digest all that turkey…