You say you want marketing news and commentary? Well, you came to the right place. The Big Fat Marketing Blog is updated daily by the editors of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh yeah, we got em'. Don't say we didn't warn ya'.

Santa’s Sleigh ‘08

My kids, ages 5 and 8, have caught on to the fact that this is a recession year. Not only are they aware of what’s going on with the economy through television and the Internet, they also sometimes overhear Mommy and Daddy talking about how money is going to be tight.



They seem genuinely worried, which is kind of sad considering how young they are. I mean, we haven’t said anything to them (at least not directly) about the impact the down economy might have on Christmas. They’re just picking up on what they’re hearing – the vibes they’re getting from their parents, teachers and friends.


The other day my daughter asked me if Santa would be bringing her the same number of gifts as he did in previous years. I told her that he would definitely be coming through with some great gifts – but I made no promise about the quantity.


Actually, my kids will be making out just as well as they have in previous years. That’s because my strategy is to get them what they want — and go cheap on all the adults. An adult will understand when you say: “All I got you was a bottle of wine.” But a young child is another matter.


I’ve read a few articles in recent weeks that suggest parents should take the opportunity to educate their kids about saving money and cutting expenses — there’s even strategies on how to get them to lower their expectations during these hard times. I think that’s a good idea for kids say, maybe, age 10 and up, but when they’re still in the Santa years, I say do everything you can to keep the magic alive. I mean, my daughter is more than likely in her last “I believe” year, and sometimes those memories of Christmases past can be pretty powerful.


Anyway, Santa isn’t affected by a down economy because, as my son says, “the elves make the toys, Daddy — so he doesn’t have to buy them.” He says this in a reaffirming way, as if he’s dismissing the other things he’s been overhearing: How could Santa possibly be affected by a down economy?


So, I’m planning to trim about 20% off my usual Christmas spending this year simply by buying more affordable gifts for the adults. That way my kids’ Christmas dreams come true (well, at least for the most part — we’re not buying any of the really expensive gifts on their list).


I’m willing to bet that a lot of other parents with young children are taking the same approach this year. After all, no father wants to have to explain to his kid (especially a kid who has been good all year) that Santa’s sleigh was lighter this Christmas because of the bad economy. It’s just too complex. In fact, I’m not even sure I’d be able to explain it in a way that makes sense to them.


Meanwhile, Santa has been having his own difficulties dealing with the sensitive topic of the economy – and how to handle it with the children. For more on that, check out this article on MSNBC.

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You say you want marketing news and commentary? Well, you came to the right place. The Big Fat Marketing Blog is updated daily by the editors of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh yeah, we got em'. Don't say we didn't warn ya'.

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