News

Retailers taking 'Christmas in July' more seriously this year

July 15, 2009

The concept of "Christmas in July" is more than 100 years old, but this year especially it looks like retailers are using the poor economy to suggest to shoppers that getting a head start on the holidays is a good idea.

In a recent article in the Washington Post, NRF's Ellen Davis says retailers are trying to make sure they don't repeat last year's disastrous holiday shopping season, the first time holiday sales had declined since the early '90s.

Stores like Sears, Kmart and Toys R Us are firing up Christmas-related promos and discounts, along with special Web sites extolling the virtues of getting the shopping done early.

The term "Christmas in July" is not new, Norris-Howser said, but this year especially consumers are adapting Christmas shopping to their economic situations. "They're not sure they'll have a job in a couple of months," she said. "This kind of gives them the nudge to start thinking about Christmas earlier than they would have in the past."