Can’t Halloween just be, like, Halloween

Thanksgiving is, and always has been, by far my favorite holiday. Growing up as the youngest of nine children, Thanksgiving was always epic. My memories are vivid: My dad would start his ritual of roasting the turkey at 5am, once the rest of the house awakened, various duties would be assigned: silverware polished, white bread broken up into small pieces for stuffing, tables set, both adult and child, for the big meal. It was always a pressure-free day with nowhere to go, no fancy clothing to wear, no gifts to be purchased, not even church to attend. As we’ve all grown and started our own families, the Thanksgiving table now seats 40 people. We’ve resorted to folding tables, lawn chairs and even a piano bench. We still continue the traditions we had as kids beginning the meal with all of us sharing what we’re thankful for and ending the evening with a rowdy game of poker (and usually a dance party of some kind). It’s the no-pressure, pure fun, holiday just as Norman Rockwell would have depicted.

My Favorite Holiday is Under Attack

This year, my favorite national celebration is under attack: Black Friday is encroaching on the most perfect day of the year. Retailers are opening their doors on Thanksgiving Day this year to get a head start on the Christmas shopping season and this is bumming me out—majorly. I’m not a complainer and this topic makes me feel like an Andy Rooney (God bless his soul) retread, but I feel compelled to speak out! I want to take Thanksgiving back! Sorry for the drama. I hope my cooler head may prevail.

Black Friday + Cyber Monday = Black November

I recently read that Halloween is the new Thanksgiving. This implies that we’re now supposed to start planning and buying for Christmas in October! Are we now to skip Thanksgiving? The one work-free day dedicated to eating, drinking and giving thanks is really just another shopping day? A local radio station has already started playing around-the-clock Christmas music, decorations are hung in all the stores and the barrage of emails and catalogs from retailers are cluttering up my inbox and mailbox. Again, I’m not a “Christmas is too commercial” complainer—but now they’re messing with Thanksgiving! Is nothing sacred?

According to the National Retail Federation, by mid-November, 52% of Americans have already started holiday shopping. That’s up over 50% from last year. A study from eMarketer notes that Black Friday has become Black November. This trend is no doubt due in part to the rise of tablet and smartphone shopping. Consumers are researching and buying more than ever on their mobile devices making it easy to purchase that perfect holiday gift while eating your Thanksgiving pumpkin pie. Cyber Monday now trumps Black Friday as the biggest holiday shopping day in November.

Changes in Shopping Behaviors

This shift will force retailers to revaluate their holiday marketing and promotions. More focus will be paid to mobile marketing versus traditional media. Shoppers are using smartphones to research products and compare pricing, while in the store or driving there. Gone are the days that a good television ad would motivate a consumer to buy a product – now the retailer’s message is sent to a consumer on their phone while they are shopping in their store. As a marketer, I’m not nostalgic and recognize this is a leap forward. And I’m not a Grinch, really. I love Christmas (our oldest daughter’s birthday is on Christmas making it even that much sweeter for us). It’s the pre-Christmas frenzy that I try to keep at bay. That frenzy now begins BEFORE Thanksgiving. Come mid-December I’m thrilled to up to my eyeballs in cookie swaps, holiday cards, homemade ornaments and eggnog. But as my mother always says, “in due time.”

I wish you all a happy, peaceful (Christmas shopping-free) Thanksgiving.