Have you noticed how early they’re playing “Jingle Bells” and showing Santa in TV commercials this year? In Albuquerque, the stores are offering Christmas shopping promotions during the weeks when they’re usually promoting Thanksgiving turkeys and travel.
You’d think the merchants had all hired astrologers.
Jupiter’s already retrograde and will stay retrograde until Christmas Day. Jupiter retrograde is good news for shoppers (less demand, lower prices) and bad news for merchants (less demand, lower prices).
By November 24, Mercury, the other shopping planet, will also be retrograde. Mercury retrograde doesn’t affect demand as specifically as Jupiter retrograde. When Mercury is retrograde, though, shoppers are more inclined to buy their usual things and less inclined to try something new or extravagant. Shoppers are less ready to splurge and more picky about what they buy when Mercury’s retrograde. Returns are higher–and the higher returns are partially from faulty products (Mercury retrograde, when things go wrong) and partially from buyer remorse (Mercury retrograde, when people have other problems and are easily dismayed).
Some of us, of course, just like our holidays in sequence. Thanksgiving first, then Christmas shopping. Or we shop for other holidays. If I lived where gifts were exchanged on Twelfth Night, a Spanish tradition that used to prevail here in New Mexico, I’d be thrilled about the possibility for post-Christmas sales this year. But like the rest of you, I have to shop early or late to avoid the Mercury retrograde shopping hurdles.
Early means more variety and discounted prices this year. Some stores are offering the pricing now they usually reserve for the day after Thanksgiving. I’m guessing that prices will be even lower, especially for electronics, after Mercury goes direct December 13th. Unfortunately, choices may also be limited.
I’m suggesting private clients shop early for childrens’ gifts (especially the trendy ones) and late for high ticket items that aren’t quite so faddish. If your favorite stores offer rainchecks when they sell out of major items, late shopping for the adults in the family makes economic sense.
Or, where you live, it may all be about the weather. We just had 20 inches of snow high in the New Mexico mountains. So here in New Mexico, the real question is: How much shopping can I get done before the ski season opens? And this year, plenty. You night even find a good buy on snowshoes.