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Short shopping season prompts retailers to stretch the holidays

Nearly half of retailers say they'll launch holiday campaigns before Halloween this year as they eye an extra short shopping season.
by Jennifer Palmer Modified: September 26, 2013 at 7:00 pm •  Published: September 25, 2013

Step into the Belle Isle Walmart, and Halloween costumes, fall decor and candy are front and center — typical for late September. But walk a little farther, past the stacks of new toys, and in a back corner of the garden center, you'll find it: Christmas.

Holiday trees, lights, yard decorations and a few other items have begun to creep onto the retailers' shelves. And Walmart isn't alone. Christmas items have been spotted at Lowe's, Sam's Club, T.J. Maxx, Kohl's and other stores.

It may seem early — Oklahomans have not yet transitioned from flip flops to boots — but retailers are facing an extra short period between Thanksgiving and Christmas this year (26 days, four weekends) and they depend on holiday sales, which can make up 20 to 40 percent of annual sales.

Retailers like Kmart and Walmart have a good reason to stock the shelves early: they offer layaway and customers who use the service are already shopping for the holidays.

Commercials are coming

Almost half of retailers (49 percent) say they will launch holiday campaigns before Halloween this year, according to Experian Marketing Services, which surveyed marketers about their holiday campaign strategies.

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by Jennifer Palmer
Investigative Reporter
Jennifer Palmer joined The Oklahoman staff in 2008 and, after five years on the business desk, is now digging deeper through investigative work. She's been recognized with awards in public service reporting and personal column writing. Prior to...
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By the numbers

Halloween spending is to reach $6.9 billion. U.S. consumers are expected to spend an average of $75 on Halloween items this year, down from $79.82 last year, according to the National Retail Federation. More than 43 percent of those surveyed say they'll dress up, spending a total of $2.6 billion on costumes. Additionally, celebrants will spend an estimated $2 billion on candy and $1.96 billion on decorations. Nearly one-third of people begin shopping before the end of September.


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