How retailers are pitching us this holiday season

Are you ready for the big pitch? No, I’m not talking about the world series or a project at work (where you’re unlikely to see a raise or holiday bonus this year). I mean the pitch that retailers are eager to throw at us this Christmas season.

Early signs that consumer confidence is stabilizing and the economy may be recovering doesn’t mean people will be shopping at a pre-recession pace. In fact, only 17% of consumers say they ever want to return to spending the way they used to. So stores are relying on several tactics to get shoppers in the doors and up to the cash register.

Researchers say people are looking to give meaningful gifts and small tokens of appreciation this December. Nostalgic visions of sugar plums, softly falling snow, reindeer and Santa in advertising will reign (like the classic holiday scene from the Anthropologie catalog, above). Luxury, which was the it-concept in retailing a few years ago, convincing the middle class they needed a wardrobe of high-end cashmere sweaters, will be on the back burner. Retailers are now more likely to try and make you feel like a simple, value-priced cashmere sweater is a meaningful, special way to show someone how much you love them.

Banana Republic, for example, is focusing on a warmer more emotional tone with the holiday tag line “Embrace The Moment.” They are also focusing advertising on more versatile daytime looks instead of cocktail and evening pieces.

“Warmer, cozier, more textural pieces, like sweaters, to set an emotional tone of the everyday, versus singular, evening events,” said Raul Martinez, chief creative officer at AR, which developed the BR campaign.

Candace Corlett, principal partner in WSL Strategic Retail, says the top six things consumers are looking to spend on this year are “things that make people happy”: clothing, vacations, home decor, concert tickets, salon and spa services, and eating at restaurants.

That pretty accurately reflects my Christmas list, so I believe it! Like many consumers I’m also asking for things I might have bought myself in the past, but have been holding off on – like the aforementioned cashmere sweater. And instead of asking for one item from a higher end retailer like Nordstrom or Neiman Marcus, I’m focusing my list on more affordable stores like Macy’s or Target. Fashion from affordable brands rated as three of people’s 10 favorite gifts to give this year in a Zandl Group poll.

How are you shopping this holiday season? What’s on your Christmas list? Tell us in the comments below.

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