Halloween isn’t officially over yet, but that’s not stopping category leaders from surging ahead into this critical spending season. In today’s post, we take a look into who’s making the seamless switch from ghosts and ghouls to merry and bright – and who’s skipping tradition entirely.
We’ve noticed that within each product category there are clear trailblazers – retailers that are unafraid of launching holiday early and are seemingly monopolizing the early bird position. Sephora, Lowe’s, and Michaels are three retailers that are winning their categories so far when it comes to setting the stage for seasonal cheer.
The loud cacophony of jingle bells, ho ho hos, and the crisp crinkle of wrapping paper will be here before we know it – but for now, soft launches are key to laying subtle groundwork for a successful holiday season. Target and Lululemon are two brands that are excelling in generating excitement across audiences.
Target launched Target Circle, a new loyalty program that awards shoppers more benefits than ever on those impulse purchases and even offers opportunities for consumers to have a voice in how and where Target gives in their communities – an effective combination of both the Meaningful and Personalized dimensions.
Lululemon is looking to extend beyond the screen and embody their brand essence with the debut of their experiential store in Chicago. The space succeeds in the Immersive dimension, giving brand enthusiasts access to two fitness studios, a meditation space, and a full-functioning restaurant.
While neither Target nor Lululemon are in the news for holiday yet, these new initiatives are exciting existing and new customers and ensuring both brands a rapt following once they begin to roll out new products and collections.
As for Black Friday, not too much is on the horizon yet with the notable exception of REI. REI was the first brand to officially begin Black Friday messaging, but with a vehement anti-Black Friday sentiment. Similar to campaigns from past years, REI is getting ahead of the pack with seasonal messaging and pushing their #optoutside campaign to drive home their brand essence and emotionally connect with consumers.
We anticipate the Black Friday content to start pouring in come the start of November, and we’re eagerly await the onslaught of enticing deals and offers to come … for research purposes only, of course.
Stay tuned as we delve into a little Black Friday history next week and its ever-expanding definition – because we all certainly know it’s no longer limited to just the Friday after Thanksgiving.