The Always On Economy and Holidays

The always on economy has changed our lives forever, and created unique business opportunities that didn’t exist years ago. Mobile devices and connectedness have given businesses the opportunity to stay open every day of the year virtually, if not physically.

A recent piece in Ad Age centered on Thanksgiving drove that point home. For many of us, Thanksgiving consisted of heading to the local high school football game or running a 5K (or “Turkey Trot” as they call them), and then heading home in time to catch football, eat, catch more football, and get ready to hit the stores the following day. Certainly, after late morning or Noon, most retail businesses shut their doors. That’s it, pack up, a half a day of business lost, all done for the greater good of family.

This is what most people have known over the years.

Once the internet took hold, the rules started to change. Sales could be offered for those looking to shop on their computers after the Turkey Day meal. Email campaigns could be sent out and be opened. Let’s face it, I guess there’s just so much football (or family) people can handle. Marketers began to take advantage of that fact and began to treat holidays like Thanksgiving as a real opportunity.

The rules have changed dramatically once again thanks to mobile devices. One doesn’t even have to leave the Thanksgiving Day table to shop or receive emails or communicate or jump onto their Facebook page to see what one’s friends are consuming. Now, you don’t even have to go to your home office or jump onto a desktop computer, just pop out the mobile device, and go for it. Don’t think for a second Marketers won’t take advantage of this either. That’s why I believe Black Friday will become a thing of the past in the not-to-distant future. The new Black Friday will be Turkey Thursday.

There is just no barrier to marketers and advertisers putting together productive and creative campaigns on Thanksgiving. The audience will be there. No one that I know totally “turns off” for a whole day anymore. As long as the audience is there, the opportunity to market is there. One might even make the case that doing so on Thanksgiving would yield terrific results. Not everyone likes football. So you could envision a whole family and extended family sitting around the TV, with about half of them paying attention to football and the other half on their iPhone’s and iPad’s. Doing what? Shopping. Browsing. Looking at Social Media. Figuring out holiday shopping plans.

Marketers would be wise to not discount the holidays themselves. It doesn’t mean if you’re a business owner that you have to miss out on turkey, stuffing, cranberry sauce and gravy. A well-planned campaign could give that necessary, and previously unexpected, little boost.