The threshold for seasonal transition lies in what customers will bear. Within 24 hours of having Christmas merchandise out last year, at the end of September, customers were shopping and buying merchandise. If there’s money to be made, retailers are going to make it - so if customers are going to buy the merchandise that “early”, then who’s to say it’s really too early?

The important thing is to transition well - which some retailers do well and others don’t. There’s no need to rush out all of the seasonal merchandise at one time, which is why it’s accceptable to roll out a small holiday shop in mid/late-September, gradually getting bigger in tiered, timed increments throughout the season.

Interesting about BTS- do you think this pattern will hold true for other big shopping seasons as well? It seems like Christmas comes earlier every year, with retailers bringing out their Xmas materials shortly after Halloween in some cases. What’s the threshold?