Relevant Chews

Tis the season to be shopping… fah la la la

Give credit when credit is due.  Some brick-n-mortar retailers will be relevant and smiling this December.

The brand recognition goes to Bass Pro Shop. When it would be easy to be slashing prices and touting sales, the Bass Pro ads suggest something more meaningful; that Christmas (and Christmas shopping) is an experience worth remembering.

They show vintage video that warms and reminds us of a time before the marketing + media blitz.  And kids… come in and create a handmade ornament for Mom, the perfect gift.  See a snowy village electric train and get a free photo with Santa.

What really makes it special?  Instead of competing on price or trying to convince us that the perfect gift is waiting to be discovered in the aisles, the welcome surprise was that Bass Pro didn’t mention a single product.

Good for them.  They should put the ad on Youtube.

Sales by the numbers will go to Craft, Consignment and Discount Stores.  These are the stores that live somewhere between Walmart, Michaels, Nordstrom Rack and the Dollar Store.  What they lack in sex appeal they make up for on unbeatable margins, and location is part of a marketing strategy.

HGTV has taught me that the companies that spend the least on holiday advertising also hold some thoughtful gems and last minute gifts that budget strapped shoppers will looking for with mid-month paychecks.

It’s been a tough year.   Thanks.