The Christmas creep starts early

  • Opinion
  • November 2, 2017
  • Courtney Devereux
The Christmas creep starts early

True to fashion, retailers have already started rolling out Christmas decorations and themed items - despite it being early November. So, what is Christmas creep and how do retailers benefit from advertising items early to a last-minute society?

Kiwis are very relaxed when it comes to most things, that translates into public holidays and how much preparation time we put into major occasions, which isn’t a lot.

Yet despite our lack of motivation to get things sorted early, retailers are about 50 steps ahead. Planning Christmas sales months in advance and readying stores for Christmas as soon as the clock strikes October.

Overseas Christmas creep has been halted as more consumers demand Thanksgiving take centre stage for November. Yet in New Zealand there is no major holiday (unless you count Halloween which most don’t), that pushes attention away from Christmas. As soon as retailers start talking about Christmas, consumers start thinking too.

Christmas creep can be defined as the “phenomenon where the Christmas season starts earlier and earlier each year.” The creep is completely inexplorable, which tell us how futile it can feel to try and fight this creep.

Westfield has recently released its media alert titled, “8 WEEKS UNTIL CHRISTMAS.” 

The malls unabashed excitement announces its decorations to be live and seasonal on November 1. Santa will appear on November 19 and extended trading hours begin on December 14.  

The Warehouse has started selling Christmas trees and decorations a mere few feet away from Halloween candy.

Christmas songs have even started finding their way onto day time radio, with search results for the most popular already on the rise.

It begins.

It's happening. Santa Claus, Christmas trees and all the lights are coming out to store floors near you. And it's not just in stores. Hundreds of retailers are already offering holiday deals and steals to get your shopping started early. 

Although this creep may annoy consumers as they are reminded of their civic duty to spend money and prepare for the December season, it is something that consumers must accept from retailers each year.

Retailers are fighting against trends, demands, stock numbers and expectations to get ready for one of the most capitalised holidays, the job is hard enough without the added stress of timing. Retailers starting to spread Christmas joy makes the process easier for them and shoppers, no matter how much people may find November decorations obnoxious.

Christmas creep is a concept that will not go as long as there are overly-prepared people who celebrate the holiday. If you are one of the many that finds the earlier approach hard to deal with then a simple solution can be found by staying at home and ignoring all outside influences until December. 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...


Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit