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The Pimping of All the Holidays is Right On ‘Target’

Let's just go from September to December on the calendar.

Let’s just go from September to December on the calendar.

Ah, yes. The sounds of the radio are changing. The people are beginning to wear more festive clothing. The decor in the stores are getting blinged out. Sales are showing.

And it’s not even Halloween yet, you nimrods! 

Brands in retail just can’t wait for the jolly fat man to get here, so they ostensibly ignore the Great Pumpkin and forget the Plump Turkey to make way.

Yes, it’s all for profit but these giant profiteers of Black Friday and Cyber Monday are becoming Ebenezers for their foreshadowing ways. Personally, my children enjoy both Halloween and Thanksgiving before the stockings go up.

And why? Because I don’t want to end up like Target did last year. (That, and I have a skosh of class.)

According to Jeff Jones, CMO at Target, the retailer “went too soon last year” when its Christmas shopping campaign began in mid-October, he told AdAge. This season, Mr. Jones said Target won’t launch its anthem holiday ad until the first week of November. To wit, I say, “It’s about time and thank you!

Early ads [featuring #MyKindOfHoliday] will also focus on Thanksgiving to a degree the retailer has not in the past. One TV spot shows a group of friends gathering around a turkey dinner, while another will promote the price per pound of turkey — a first for the retailer. Hell, it’s a first for any money-grubbing, bah-humbug, turkeys-are-only-good-for-stuffing-my-pockets retailer.

“We have never said Thanksgiving has a place at Target. It’s a big event, and we think we have a great value proposition when you think about being a one-stop shop [for] food, home and decorating,” Mr. Jones explained.

Makes sense to me. And by highlighting that pesky holiday in-between All Hallows Eve and Show Us the Money, it will make “cents” to Target. Mazel Tov, you know, as a certain Jewish carpenter might say.

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