Already pumpkins and ghosts on the shelves… in August! In recent years, we have already been surprised to discover fall atmospheres in certain stores such as Action or Ikea at the end of the summer. But in mid-August, it is all the more surprising. At Action, we had even seen a very small end of radius devoted to these decorations in the middle of … July!
And these are not isolated cases. In Belgium, but also in other European countries. Halloween and autumn invite themselves and earlier in stores earlier. Behind this phenomenon, marketing is king: lengthening the sales period makes it possible to seduce customers before they think of the party. Social networks nourish envy, spreading decorative ideas and tutorials in the summer. And shops must be able to surf this wave. “”It’s actually quite similar to what’s going on with Christmas. First there is a practical side, because it is easier to put it all in place early, at the organizational level in stores. But, above all, mass distribution is looking for more and more to create moments that attract attention. People go on vacation, shop on the internet, watch Netflix and other platforms, these are all times when customers’ attention is not captured“Explains Pierre-Alexandre Billiet, CEO of Gondola.
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