At Walmart, Christmas Ads Began on Nov. 1

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It’s still T-shirt-and-shorts sunny across much of the nation (even in the Northeast), but at Walmart (WMT) the weather outside is frightful and fire inside’s delightful, so they’re letting it snow — with Christmas advertising.

So gird yourself, TV watchers, for two solid months of jingle-bells advertising in every break. Your mute button will be broken by the time the big day arrives.

The Martin Agency’s ads for the retailer began airing Nov. 1, the day after Halloween, apparently skipping Thanksgiving. And, again, it’s “Christmas” at Walmart and not “the Holiday Season.” In 2006, the company infamously had its ad former chief, Julie Roehm, appear on Fox News Channel’s Bill O’Reilly show to insist that Walmart’s greeters would wish customers “Merry Christmas” and not “Happy Holidays.” Roehm was later applauded by 300 executives at an internal company meeting for the appearance.

Kmart also brought its Xmas ads forward, by 40 days in some markets, from last year’s holiday start, according to the WSJ. And Kohl’s is already keeping its doors open til midnight in the runup to the big day.

Needless to say, much is riding on Xmas retail results. If they’re better than last year (or at least flat) it will signal that the recession may be at an end. Worse? Best not to think about that.

Tags: Advertisement, Wal-Mart Stores Inc., Martin Agency, Jim Edwards

Jim Edwards, a former managing editor of Adweek, has covered drug marketing at Brandweek for four years, and is a former Knight-Bagehot fellow at Columbia University's business and journalism schools. Follow him on Twitter or send him an email.

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RE: At Walmart, Christmas Ads Began on Nov. 1

Last Friday, November 15th, 2009, I was unable to find any Thanksgiving paper plates, cups or napkins at Wal Mart. I searched for Nativity lawn decorations for Christmas and found none. I also found higher prices than in Target and regular grocery stores. Two handicapped scooters in a row failed me far away from the entry, with not an employee in sight to assist me. This is the 2nd time that has happened. Since Wal Mart does not care about my needs and wishes as a Christian customer with handicaps, I will shop elsewhere.