This weekend I've been struck again by the phenomenon of 'holidays' starting earlier and earlier in the calendar.

I was shopping in Southampton on Saturday – a full nine days before Halloween – and was staggered to find myself greeted by many shop assistants in full ghoulish regalia, many with prosthetic wounds and disfigurements!

And this morning I did a double take, mid-sentence, when I spotted that the Christmas decorations had been hung in the pedestrian high street outside my window.


There's a careful balance to strike in a marketing strategy as you decide when and how often to put your brand in front of your customers, whether it's through advertising, mailshot or eNewsletter. Too infrequently, and you may slip into anonymity; too frequently, and you run the risk of overexposure. The danger here is that customers can become anaesthetised to your brand.

I love Christmas – it's a meaningful time for me, and I remember with fondness the magic of the Christmas holidays. But seeing the street decorations up in October leaves me feeling rather numb towards it.

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