To PC or Not to PC: Holiday Sale vs Christmas Sale

[rumblepup]

Traditionally, I've always used the term CHRISTMAS SALE when promoting sales online, however, this year, my staff jumped down my throat. Said I would offend people.

So what do you guys think?

Christmas Sale or Holiday Sale?

[adverlicious]

Business is business. Ads that don't make sense to some of your audience and that actually offend even a handful can't be ideal.

For this reason alone, almost all mainstream brands have gravitated to the term "holidays" (or similarly neutral terms) to describe their seasonal promotions.

Dunkin' Donuts:
Dunkin' Donuts "Warm Up With Our Holiday Flavors" 300x250 | adverlicio.us | online advertising archive

Apple iPod:
Apple iPod "Give The Gift Of iPod" 300x250 | adverlicio.us | online advertising archive

BMW:
BMW "300 Ponies" 300x250 | adverlicio.us | online advertising archive
BMW "Holiday Wish Event" 300x250 | adverlicio.us | online advertising archive

Neiman Marcus:
Neiman Marcus "Eileen Fisher" 300x600 | adverlicio.us | online advertising archive

Sprint:
Nextel "Snowmen" 300x600 | adverlicio.us | online advertising archive

Coke:
Diet Coke "Light It Up" 728x90 | adverlicio.us | online advertising archive

[mjtaylor]

Holiday.

I am not particularly fond of the extreme demand for political correctitude (sic) in our society, but on this one, I see the point. You want your products to be purchased for Kwanzaa, Hanukkah, *and* Christmas presents ...

Cheers, MJ

[theengel]

Don't be fooled. A Christmas sale isn't going to offend anyone. The major brands are in a mad rush to play it safe, but that doesn mean anything in terms of numbers.

I have yet to see some real numbers that show using the word 'holiday' will get better results than using the word Christmas.

As a matter of fact, some people will go out of their way to deal with a company that still uses the word in their ads.

Marketing is about numbers...not about offending someone, and certainly not about following trends (unless it affects the numbers). If you can find the numbers that show 'holidays' works better, then that's what you use. But if it's all speculation, then go with whatever suits you...or your boss, if that's what is necessary.

[mjtaylor]

Originally Posted by theengel

Don't be fooled. A Christmas sale isn't going to offend anyone.

It may not offend (and I would not be so sure of that - the word "Christmas" does turn off a lot of Jewish people) but non-Christian customers won't relate as easily. I buy from people who seem to be *like* me or offer me what is familiar and needed.

Sale of the Season works any time and gets my attention.

[theengel]

You're wrong on that. NonChristians every-where observe Christmas. They put up trees. They get together. The hand out presents.

Here in the US, it's a national holiday...not in connection with anything religious.

[Dubbya]

As online retailers, inasmuch as we need to be considerate of others, whether it's about a holiday greeting or not, I'm perfectly happy to lose a customer who's going to complain about something so intrinsically silly.

Furthermore, it's usually just a matter of time before they leave anyway and it'll likely be related to something equally, if not more ridiculous. Whether they celebrate Christmas or not, I want to build friendships with customers that can say "thanks" when I wish them a merry Christmas.

Customers that do nothing but argue, whine and complain about these types of issues seldom end up being of any significant value in terms of revenue. I'd much rather lose an unprofitable sale and spare myself the headaches than get the sale and waste time and money trying to please a miserable person.

As an employer, webmaster, marketer, advertiser or manager, if it's that big a concern, then make your decision accordingly. Know your audience. You can always ask your customers to decide with a poll on your site. Easy to set up and instant accurate results.

If your right to smile and wish someone a "merry Christmas" is something you're willing to take a stand on, then kudos! I'm in your corner.

This year, it seems that many folks don't care one way or the other and that most prefer "merry Christmas" over "Happy Holidays".

CNN.com - Poll: More Americans prefer 'Merry Christmas' greeting - Dec 20, 2005
WorldNetDaily: Americans get fed up with 'Happy Holidays'
Poll: Americans Prefer 'Merry Christmas' - Political Machine
The Tribune - News

According to last year's stats, the Washington Post reported that you had a 50/50 shot at offending someone.
Poll: Christmas Tradition Trumps Trendy - washingtonpost.com
95% of Shoppers Happy with 'Merry Christmas' 46% Ticked by 'Happy Holidays'

While, employers routinely decree that we are not to use the "C" word, I'll do as I like on my own site, email messages and advertisements. It's a free country. To heck with the Grinch! In the immortal words of Jim Carrey on Late Night with Conan O'Brian, "Merry CHRISTY, CHRISTY, CHRISTMAS, everyone!"

.02

[theengel]

Ever since this post, I've been looking everywhere for some kind of split testing with the two different words...in regards to conversion rates.

After all the hub-bub, I can't find a single company who tested it? That's just odd. It's too late for me this year, but I'm definitely going to testthe two words next year to get some sort of statistic.

[nottheusual1]

Here's some basic poll info about how people feel about "Christmas" vs "Holiday". About half-way down the page.

Summary of Findings: Wal-Mart a Good Place to Shop But Some Critics Too

"Several other groups stand out for their strong preference for the Christmas greeting. Even when explicitly offered the opportunity to say this issue doesn't matter, majorities of white evangelical Protestants (73%) and Catholics (53%) say they prefer "Merry Christmas." By contrast, a majority (64%) of seculars and nearly half (47%) of white mainline Protestants say this issue does not matter to them. Similarly, while more than six-in-ten Republicans prefer to be greeted with "Merry Christmas," nearly half (49%) of Democrats and a small majority (52%) of independents are unconcerned by stores' choice of holiday greetings."

It's really interesting reading. Dig around in the site - there is all sorts of goodies about America, if you are a Pew Research fan. Some aren't.

[rumblepup]

Well, since this post, I used Happy Holidays, and Holiday Sale.

Next year, however, I will go with what has traditionally worked for me.


Merry Christmas!! Christmas SALE!!!

[theengel]

Why go the random way? Set upa simple split test and find out which gets better results (for next year, I mean)

[Dubbya]

Having used "Holiday Sale", please be sure to let us know how it turns out.

[rumblepup]

Why go the random way? Set upa simple split test and find out which gets better results (for next year, I mean)

'cause I is crazy that way.

Actually, now that I realize that I cowled down to my staff, I can't believe I let my expertise and experience go down the tubes. I've should have relied on my own opinion.

Having used "Holiday Sale", please be sure to let us know how it turns out.

Having been a traditional marketer for over 10 years, I can tell that answer now. The same. People love a sale!

[theengel]

Originally Posted by rumblepup

Having been a traditional marketer for over 10 years, I can tell that answer now. The same. People love a sale!

haha...I think you just hit the nail on the head!

[sally]

Christmas sale made more sense. Here non Christians and Christians doesn't matter. It is just a feast and you have all the reason to enjoy.

[rumblepup]

Neiman Marcus just reported higher earnings using Merry Christmas, or Christmas Sale, after switching mid season. hmmmmm.

Don't know if it's the timing or the change.

[theengel]

Cool...where'd you find that info?

[Dubbya]

This year, it seems that many folks don't care one way or the other and that most prefer "merry Christmas" over "Happy Holidays".

It only happens every once in a while, so I love to quote myself when I'm right.