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.

Fashion Dream Come True

Have you ever read a magazine like Vogue or Lucky and wished you could buy something you saw in a spread?  But by the time you finish the magazine you don't remember what to look for in the back pages to ever be able to find where to buy that amazing jacket or killer pair of stilettos?  

Well, as magazines move onto the web, things are easier to find.  However, there is no longer a need to go through magazines to find those fashion gems.  Introducing fashion brilliance: POLYVORE.

This online site - that encourages visitors to "Express Your Style"- operates like a collection of magazine spreads but is a user-generated site.  "Sets" (like one-page spreads) are created by dragging backgrounds, accessories and outfits from a list of already there items or from the web in order to create the look you desire.  When Polyvore users surf the Web, they use a tool called the Clipper, downloaded and saved on the toolbar, to select images and save them to Polyvore, where anyone can use them in a collage.  

This can be the perfect way to exercise your inner stylist.

OR, the site can be used to look for inspiration from other fashionistas.  "Sets" are arranged by Top Sets, Top Products, Brands We Love, Hot Trends, Top Sites, and Celebrity Styles.

Here are some examples of Mary-Kate and Ashley inspired looks:

When you click on the items in the set, you are given an image of the item alone as well as a link to purchase it.  Started by three ex-Yahoo engineers, this site makes money by gaining a commission from the items purchased because of their use on the site.  The company is now trying to forge relationships with clothing and accessories sites in return for uploading their product catalogues to the site.  (Read more about the Facts in this NYTimes article.) 

This is a very interesting concept - based on magazine fashion journalism, integrating users to create content, making the internet smaller once again by making it one big boutique.  Registration is free to make your own set, or just use the site to explore, get inspired and shop.  

Check out my Rock N Rose titled set (all the items are from the site):