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Humbug: 'Christmas creep' annoys shoppers

The RichRelevance survey suggests millennials are less bothered than other age groups by the earlier start to the Christmas shopping season.
By Ben Hooper Contact the Author   |   Oct. 27, 2014 at 10:24 AM

SAN FRANCISCO, Oct. 27 (UPI) -- A survey of U.S. shoppers suggests 71 percent are irked when they see Christmas items for sale before Halloween.

RichRelevance, a data personalization firm, said its survey of 1,000 shoppers this month found 71 percent of those polled reported feeling "annoyed" or "very annoyed" when they see Christmas items in stores prior to Halloween.

The firm said only 59 percent of millennials between the ages of 18 and 29 were bothered by the practice, with 12 percent saying they either "like" or "love" seeing Christmas items for sale before the end of October.

"This younger group of shoppers has grown up with the practice of early holiday marketing and merchandising, so they tend to be more positive/neutral than the middle-aged Gen Xers who have fond memories of shopping in the mall on Black Friday," said Jake Bailey, vice president of strategy at RichRelevance. "The conversation about Christmas creep is likely to age out as younger consumers become accustomed to the practice."

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