Dude, Where’s My Store? Or When Holiday Decorations Go Too Far

As the holidays approach, so begins extreme holiday decoration shopping

 


Before I dive head first into the topic at hand, I do have some late breaking news to share with you all. As you might know, Snooth has had our People’s Voice Awards running on site for almost two months now, and it’s scheduled to close on October 22. You can jump in and vote for your favorite wines, which is always fun, but I wanted to take this opportunity to let you know about our next People’s Voice Awards: the Epicurean Edition.

We’ll be using a similar platform to the People’s Voice Awards, except this time it will feature great recipes and wine pairings. We’re opening this up to wineries, retailers, restaurants and cookbook authors. Nominees will see their recipe pairings featured on the site and in Snooth’s daily emails, so if you have a great recipe you love and the wine to pair with it, we would love to feature you in Snooth’s People’s Voice Awards: Epicurean Edition. Just send the recipe, a great picture of the dish, and your wine pairing suggestion to pva.submissions@Snooth.com.

Now on to your regularly scheduled programming....
 
I was taking a cab up Park Avenue the other night and I noticed that the holiday decorations (I don’t think I am supposed to call them Christmas lights anymore) are already going up. This got me thinking a bit about this annual ritual. It’s one thing for the City of New York to put up Christmas lights (oops) to add a festive glow to the city’s landmarks, but what about all our friends selling at the retail level?
 
Does the time, effort and money going into Halloween, Thanksgiving, Christmas and Hanukkah decoration actually do anything other than waste that money and time?

Surprisingly, there is not a lot of easily discoverable information on this topic. Sure, there are exhaustive studies regarding the sales of bagged coffee and boys fleeceware as it pertains to a seasonal cycle, but there was little on the effect seasonal in-store decorations have on consumer habits.
 
Of course, there are several presumably well-written treatises on these specific issues, but many are written for PhDs willing to dispute the Cronbach’s alpha reliability of the data rather than give actual store owners concrete advice. That is presumably left to the consulting service these PhDs peddle.

Holiday Decorations image via Shutterstock
 
The truth is, there wasn’t much to be found in most of the documents I read, though there was this:
 
“The results clearly show that store characteristics induce shoppers’ in-store emotions. Specifically, five of the seven store characteristics examined here affected shoppers positive emotions, and each of these five store characteristics affected at least one in-store emotion. When shoppers perceive that the store offers a wide product assortment and that the products offer good value, they feel positive emotions like pleasure, excitement, contentment, pride, and satisfaction. When the store personnel deliver exemplary service, shoppers feel pleased, excited, content, and attractive. Also, positive emotions like pleasure, pride, attractiveness, and contentment are observed when shoppers’ expectations of after-sales service are met. Accommodating facilities make shoppers feel pleased.

Negative emotions were also induced by store characteristics. Shoppers felt negative emotions such as anger, anxiety displeasure, and nullification when treated by an incompetent or unkind salesperson, and they felt angry, ignored, and displeased in facilitates perceived to be unaccommodating.”


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