On Christmas (and holiday marketing)

Have we reached peak Christmas yet?

It’s an interesting question to ponder for marketers out there. The onslaught consumers receive from companies begging for a greater share of their holiday shopping money has grown steadily in the digital era. Companies in a wide variety of industries – from auto to consumer electronics to toys – devote almost their entire year’s marketing budget toward the holidays.

It has grown and grown, pushing its way into new channels, and new months (August was the first mention I saw this year). But there is a limit. Isn’t there?

At what point are we pushing people away? At what point is there just not enough attention to go around?

I think we’ve hit it. Sure, some companies may see greater marketing ROIs this year than last. But on the whole, if you look at the total ROI from all the holiday marketing in the United States this year, do you think we’d see an increase over last year? I’d be surprised.

So what’s next? Convince consumers there are other times (maybe better times) to spend their money? The smart companies are probably already on top of it.

Merry Christmas everybody!

What Do Marketers Want to See Under the Tree?

Merry Christmas to all!

My family used to have a rule about what time we were all supposed to wake up to open presents. The excitement! The thrill! What a day this can be…

We often don’t ask for gifts in our professional lives. But if you could ask for gifts that would help you become a better marketer, what would they be?

Here’s my list:

Dear Santa,

For Christmas this year I really want to focus on growth, professional growth that is. As a marketer, I could really use some tools that make it easier for me to reach new customers and grow my business. Please choose from the following items (or give me all of them if you deem me to be on the especially nice list this year).

  • A bigger advertising budget
  • A boss who understands marketing in the same way I do
  • Team members who teach me something new every day
  • A way to contact all my prospective customers reliably
  • A clearer understanding of why people don’t buy from me
  • A look at the strategies of all my competitors

Thank you in advance for all your help.


Zach Heller

Merry Christmas!

A majority of the marketing dollars that companies spent this year were for today. Ultimately, there will be winners and losers in the corporate world. Some will have hit the jackpot with a great return, the top selling gift, or the ongoing loyalty. Others will have lost money trying to get you in their stores and on their sites.

But as individuals, let’s all act like winners today. I hope you’re all enjoying the day with friends and family. Merry Christmas!