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It's beginning to look a lot like Christmas ... in July
Tuesday, July 6, 2010 2:18 PM

The scripts are available for printing and for sound bite identification.

Go to http://www.wichita.edu/newsline to get the current Wichita State University Newsline. If you cannot access the Newsline at the Web address above, contact Joe Kleinsasser at (316) 978-3013 or cell (316) 204-8266 or joe.kleinsasser@wichita.edu.

Newsline cuts may be edited to suit your needs.

If you have additional questions for Cindy Claycomb after listening to the WSU Newsline, please call her at (316) 978-6938 or cindy.claycomb@wichita.edu.

Background:
It's beginning to look a lot like Christmas in July as retailers do their best to get consumers in a shopping mood. Wichita State University marketing expert Cindy Claycomb says the main reason retailers offer Christmas in July sales is to increase sales during the typically slow summer season.

Voice wrap:
Announcer: Many recession-battered retailers are doing their best to put consumers in a shopping frame of mind with Christmas in July sales. Wichita State University marketing expert Cindy Claycomb says these mid-summer sales have become quite popular.

Claypool: "From a historical perspective, Christmas in July has become quite popular over the last 30 years. And the purpose of it is to try to get consumers to come in during a typically slow time before the back-to-school sales start."

Announcer: Claycomb says Christmas in July is a catchy phrase, but consumers probably don't care too much about the name. What they care about is the money they can save at these sales. This is Joe Kleinsasser at Wichita State University.

Sound bite #1
Claycomb explains why retailers have Christmas in July sales. The sound bite is 19 seconds and the outcue is "Christmas in July."

Claycomb: "So why would retailers use Christmas in July sales? Well, one reason is Christmas is the biggest season for retailers, so if you can get consumers to come in early, that gives them a reason to buy, to give them this promotion to come in early and take advantage of Christmas in July."

Sound bite #2
Claycomb shares additional reasons for Christmas in July sales. The sound bite is 12 seconds and the outcue is "layaway services for them."

Claycomb: "Other factors that retailers use Christmas in July sales is that you can help cash- and credit-strapped consumers kind of spread out their purchases over the years or provide layaway services for them."

Sound bite #3
Claycomb says businesses take different approaches with Christmas in July sales. The sound bite is 14 seconds and the outcue is "decorations and gifts."

Claycomb: "Christmas in July sales can focus on a variety of products. Some retailers focus on all their merchandise or some promotional merchandise, but some retailers really take a Christmas-themed approach and sell decorations and gifts."

Sound bite #4
Claycomb says most consumers care more about the sale than the theme. The sound bite is 10 seconds and the outcue is "for that reason."

Claycomb: "Christmas in July is a catchy phrase, but consumers probably really don't care about the name. What they like is the savings that they get from that, and they'll come in for that reason."

Sound bite #5
Claycomb says the purpose of Christmas in July sales is to increase sales. The sound bite is 18 seconds and the outcue is "attention of consumers."

Claycomb: "Remember that the real focus for retailers of Christmas in July sales is to increase sales. Clearly, Christmas in July sales can create some buzz because of the novelty for retailers, and it gives retailers an opportunity to potentially draw attention of consumers."

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Contact: Cindy Claycomb, (316) 978-6938 or cindy.claycomb@wichita.edu.
Created on Jul 6, 2010 2:18 PM; Last modified on Jul 7, 2010 9:00 AM