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Spilled Thoughts from Michael Carney

Q4 (my favorite time of year) officially kicks off tomorrow. It has me reflecting this evening on the many holiday seasons I’ve experienced as well as lessons I’ve learned over the past few years.

Last year, many brands held back in the late September to early October period.

Traditionally this was seen as a lull, as they anticipated a slowdown post-Labor Day.

However, last year they were wrong.

Consumer spending thrived continuously right up to the cyber week gauntlet.

You probably saw that many websites began their holiday deals as soon as October.

It is incredible the new age we’re in where people shop when they feel like it, not just when the deals come around.

Sure, there’s a huge spike during cyber twelve, but many consumers don’t want to wait until then and risk the item they want going out of stock.

The National Retail Federation (NRF) and other industry observers had hinted at this trend last year, noting sustained interest in back-to-school and college shopping.

Despite this, many brands remained cautious, missing out on substantial opportunities.

It left me thinking about how the old adage goes:

“Don’t put all your eggs in one basket.”

Don’t just wait for peak seasons. Create them.

Speaking of fun holiday purchases…here’s a fun trend I remember from last year too (this newsletter also gives me an excuse to share how much of a fan I am of Snoopy).

Take for instance the nationwide Snoopy plushie that sold out everywhere.

CVS sold this stuffed Peanuts character wearing a blue puffer coat and a striped hat for $13.99.

It quickly went viral on TikTok and was flying off the shelves. It even started a reselling frenzy online, with prices hitting as high as $40!!! 

Each year, one item becomes a craze. Parents and collectors go to great lengths to get it. It reminded me a lot of the “Tickle Me Elmo” craze when I was growing up.

One thing I love about the holiday season, in general, is the unpredictability of viral trends and their potential to create economic ripples. 

It keeps things interesting and teaches us a lot about consumer behavior.

Thanks Snoopy!