According to the poll of British shoppers, a Scrooge-like few wanted festive promotions kept to the week leading up to the big day but the majority thought a month’s worth of Christmas commercialism was the right amount.
With mince pies and crackers appearing on supermarket shelves on 1 November last year and adverts pushing the latest must-have Christmas toy taking over our TVs months in advance, retail print business shop4pop.com asked 10,000 people when they thought festive advertising was acceptable.
Most (38.7 per cent) said that one month in advance was an acceptable time for retailers to start their seasonal advertising. A similar 34.7 per cent though that between one and two months was enough.
Worryingly, a fanatical festive few believed that Christmas ads should start in the middle of summer, with 7.2 per cent saying they’d be happy to see them more than five months in advance.
Data from the survey also highlighted a difference in opinions between generations, with 42 per cent of 54-64 year olds voting for two months’ notice as a reminder of the upcoming seasonal shop - while the majority of 18-24 year olds voted for a maximum of a four-week warning.
Past retirement, early seasonal shopping takes a back seat - with 44 per cent of over-65s voting to keep festive campaigns confined to the month prior.
According to the study, 45-54 year olds are the most prepared when it comes to stocking up on seasonal goods, with 13 per cent giving seasonal advertising the green light more than five months in advance.
When it comes to gender, the sexes are in agreement on the seasonal advertising schedule - with similar results across the board.
Siobhan Scott, marketing executive at shop4pop.com said “Many consumers are pointing out that Christmas advertising in particular seems to start earlier every year. Retailers seems to be kicking off their festivities with tear-jerking television adverts to provoke emotional response whilst leaving the more tactical sales advertisements until later in November.”