Shoppers resent it when retailers rush the holiday season, and prefer to set their own pace, especially this year.
Consumers see early holiday displays as “season treason,” according to research firm Yankelovich. That exacerbates consumers’ feeling that life is moving too quickly.
In fact, 36% of consumers say they don’t enjoy shopping as much because of the pressure to buy. In general, 74% feel like they’re always doing more than one thing at a time, and 77% say they never have enough time to get everything done, Yankelovich said.
The slowed economy, as well as reverberations stemming from Hurricane Katrina and other sobering developments, will affect how much consumers will want to shop (and spend) for the holidays. Chapel Hill, NC-based Yankelovich advises retailers to let shoppers enjoy the moment and not rush holiday displays.
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