Holiday marketing begins early

How early? Well, UK retailer John Lewis actually plans two years ahead, analysing trends and preparing themes for holiday windows, displays and communications content. This is the only way to coordinate products, messages and in-store merchandising on schedule.

Selfridges was the earliest of all UK retailers to reveal its 2018 holiday window displays, on 18 October. The theme is rock 'n roll. Quoting the store: 'It’s about freedom, exuberance, living for today, and having a rocking time to the accompaniment of a great soundtrack'. See the full window displays from Oxford Street, London, here!

Hamley's Regent Street windows are all about holiday time in London, including markets and festivals. This year's focus is on plush toys, plush toys, plush toys in the windows and inside (plus other must-have toys).

Fenwick Newcastle's windows feature a jolly snowman come to life, from the children's book by Raymond Briggs, delighting the small boy who built the snowman.

Aldi's holiday advert again features Kevin the Carrot, returning from 2017 and 2016. The hashtag #SaveKevin engaged viewers to trend Aldi on social media following the advert on air.

Rival Lidl is airing three holiday adverts this year, themed 'upgrade your Christmas' with funny consequences. A Lidl exec says: 'Our classic humour and imagination runs through the series, providing Lidl laughs and mouth-watering products to marvel at'.

Nearly every day now, a retailer will be revealing windows or adverts and -- of course! -- special promotions to attract shoppers.