With the holidays fast approaching, retailers are taking a softer approach to draw customers to their stores and websites. In addition to deep discounts, retailers are rolling out commercials that focus on the emotions of the holiday season.
This holiday, Santa Claus and all things merry and bright may hold the key to what motivates consumer spending. They are the hugs and other emotions that tug at heartstrings and if retailers get their wish, wallets too.
From department stores to discounters, the trend this season in advertising, a soft-sell approach with messages reflective of the tough economic times and the spirit of the season.
"What retailers try to do is they try to make an emotional connection with the consumer, by bringing campaigns that bring a lot of nostalgia. You give people that warm and fuzzy feeling of the way things used to be," said Mike Gatti, executive director of the Retail Advertising and Marketing Association.
Sears is tapping into the memory of the wishbook, with home improvement items at the top of the list. Wal-Mart is simply lighting up the checkout aisles. The subtle ads are a far cry from last year when luxury gifts were the must-haves, and retailers, including Harley Davidson put the emphasis on indulgence.
This year, analysts are predicting one of the worst shopping seasons in more than a decade. "It's going to be a tight Christmas this year with everything that is going on in the economy and the job market and whatnot," said consumer Paul dye. An estimated seven out of 10 consumers are trying to stretch their dollar.
"We are trying to make sure we are doing some smart spending instead of overspending this year," said consumer Rasheka Wheeler.
And although soft-sell ads are nothing new Budweiser rolled out the Clydesdales in the 80's their return is a reminder that this holiday less may be more.
Retailers may get a good indication of how much consumers will spend on black Friday, the day after Thanksgiving and the unofficial start of the holiday shopping season.
