Amid supply chain snarls, retailers pitch early holiday shopping

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NEW YORK (Businesshala) – Santa’s sleigh is coming out of his garage earlier this year.

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Target, Pottery Barn, Ulta Beauty, Gap and Pacsoon are among retailers promoting holiday decorations and gifts in mid-September, amid a global supply-chain impasse that will kick in later during the holiday season. Threatens to limit the availability of certain goods.

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According to Deloitte, Americans are expected to spend about $1.3 trillion this holiday season, up 7% to 9% from last year. Black Friday, the day after Thanksgiving, typically marks the start of the season in the United States, although major retailers typically begin advertising holiday merchandise in early November.

This year, they face shipping bottlenecks and other logistics challenges that could leave them unable to meet consumer demand during the fourth quarter if people wait until the last minute to shop for gifts. Target is launching the holiday promotion between October 10 and 12, up from October 13 last year.

“We think advertisers will start advertising very soon to get consumers to buy Christmas gifts and merchandise,” said media domain leader Jed Meyer, senior vice president at data analytics firm Kantar.

“This is compounded by the fact that online shopping can lead to delays in delivery, especially … closer to the holidays.”

Pottery Barn’s September 17 Instagram post features a $250 Christmas wreath. It is pushing holiday messages several days earlier than in 2020 and more than a month earlier than in 2019. The company was not available to comment on the timing of its holiday ad.

The Gap is previewing its gift guides in October, so shoppers can expect to start shopping before the holiday gift-giving scramble.

“With the continuing and evolving impact of the pandemic on retail, we are giving customers the ability to start their holiday shopping early to help ease the holiday rush,” said Mary Alderette, global head of Gap Marketing.

PacSun, which earlier this year began planning the holidays for about four weeks, will hold its pre-holiday digital campaign event in mid-October, similar to its timing in 2020, President Brian Olson said.

Reporting by Ariana Macklemore, Editing by Nick Ziminsky


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