Christmas Creep Already as Etsy and EBay Run Holiday-Related Marketing
EBay pokes fun at early advertising and Etsy pushes full-steam into the holidays.
“We felt it was a real offensive strategy to come in at this point of time,” says Scott. “Knowing we touch a lot of people’s hearts and minds during month of September and October as well [as November and December.]” Etsy’s in-house team partnered with Frank Collective on the campaign.
For its part, EBay is pursuing a less conventional strategy. In recent tears, the brand has been more aggressive with rivals, particularly with Amazon around Prime Day, when eBay rolled out a snarky spot that took aim at its Seattle-based competitor. This week, eBay promised consumers it will not run any holiday promotions, ads or until November as part of its “Chill This Holiday” campaign.
It also created a video (not an ad?) to hammer the promise home. In the 60-second spot, produced by eBay and Edelman, a mother and daughter enjoying ice cream have their day darkened—literally—by the early holiday sales. As “It’s Beginning to Look a Lot Like Christmas” plays, the video speeds up to demonstrate the rapid pace of the Christmas season. “Outsmart holiday creep. Get deals every day. Not just the holidays,” a series of ending cards recommend.
Of course, any spots relating to the holidays still qualify as marketing, promotions or no promotions. In recent years, ads from brands like Kmart and Crate and Barrel have run earlier and earlier. The strategy, while hard for consumers still sunburnt from summer to stomach, could have legs. In October of 2018, 63 percent of shoppers were “deal hunting” for early deals, according to a recent Eye on: Retail report from Eyeota, an audience technology platform.