Ho Ho Ho, No Holiday Cheer

Don't worry, the title of this post may be a little more grim than is necessary, for us consumers anyway. For retailers on the other hand, it may not express their distress enough.

That's right, according to this trend-following article by AdWeek.com, holiday spending is estimated to raise exactly 0% from last year's numbers, the lowest recorded Holiday year since 1967 - down 2.4%.

So, I'm predicting no Tickle-Me-Elmo-like crazes or Jingle All the Way Turbo Man dramas. It's sad but true. Hopefully this means that noone will be stampeded down like the unfortunate event at Walmart a few years ago. And maybe mall parking won't resemble that of a border crossing jam. (Truthfully, this sounds like a cheerier version of Christmas to me...)

The sad truth of the matter, though, is not that we are becoming less materialistic or more humane, we are just poorer. With negative contributors to the situation like unemployment, foreclosures and unavailable credit, shoppers will have to find other ways to show their affection this season and keep putting the money towards bills and debts.

Maybe, the meaning of Christmas will resurface? Maybe more people will take the time to have a snowball fight, make decorations or appreciate their old ones rather than redo Holiday appearances for this year. Who knows.

However, advertisers are still hopeful. (Afterall, we have jobs to look after too.) Knowing about this TREND makes advertisers able to brace the coming consumer disaster and attack it from a knowledgeable stance.

The article suggests that marketers should hone in on online advertising this season - marketing to internet savvy consumers. Why? Internet savvy shoppers may have jobs and therefore be online more often to be exposed to media - AND have more means to spend. Social media butterflies are often, in this moment, younger and have an indispensable income (if that still exists). AND, the bonus of online shopping - less of a mental commitment is made when shoppers simply click and realize the money spent later on with the physical credit card bill, after the decision is already made.

My advice?

• SHOPPERS: Be aware on online marketing this season (Nov.-Jan.). They are coming after you in full force and will take advantage of quick-online decisions. Think about everything from a budgeted view point. If you have the money, buy it. Spread that Christmas cheers and boost our economy.
• MARKETERS: Embrace the knowledge and watch expenses. Save advertising for online clientele and limit in-store holiday staffing. Don't seem desperate, seem holiday-cheer filled and help consumers to forget their holiday stress.

Recession Holiday Season #2. Brace yourselves.