A Reason to Celebrate, A Reason to Spend

February 11, 2006 Leave a comment

It may not be just our disposable incomes that keep our retail industry growing. Honestly, I think we should thank the creators of all these festivals, special "days" and other type of holidays. Why? We are talking about big A&P budget, high-spending power – only during the special marked days. Just ignore the basic rules of marketing, look at the spending and buying patterns of our consumers. When there is a reason to celebrate, there is a reason to spend.
 
Every special day seems to take care of a particular business sector. For instance, Valentine Day takes good care of the florists and Christmas + Birthday takes good care of the confectionary shops. Even the Hokkien has a day to take care of the sugercane sellers – "Pai Ti Kong" on the 9th of Chinese New Year. We also have Easter Day takes care of chocolate maker and egg seller and the "Dumpling Day" to take care of the rice and banana leaves seller. The most perculiar and strangest day is the Chinese Hungry Ghost Festivals – this day seems to take care of the "Fake Money Changers" (It is strange but Chinese like to exchange real money with paper hell money – and then burn the money. It is better than those real money changers) and the "incense shops". No matter what day is it, food industry people get to make most money out from these.
 
Maybe there isn’t a real need to celebrate Hungry Ghost Festival. Imagine, people in china in those times could be poor and dying. The leader from Beggar Sect may have thought of this brilliant idea to get the rich to leave cooked food and fruits outside their doors – not for cats and dogs (cos I dun think ancient Chinese are animal-lovers). They use "hungry ghost" as the convincing factor – should there is no food outside the house – the hungry members of the sect will howl like ghosts at night. Then what about the pile burning money – Well, it may be cold in the month of September, the burning pile and candles act as "heater + lightings" for these poor people to dine comfortably in the cold dark open street.  
 
Who knows, maybe the Beggar Sect partnered with the Food Associations back then. A smart con job? No, I would say this is the best marketing scam – in terms of scale (look, we are talking about a national event – not just micro-segements. It can be a worldwide thingy.)
 
While no one likes to hold a wedding dinner during the Ghost Festival, F&B outlets are creating banquets for "Fortune Auctions" dinners instead.
 
So the list of days go – Father’s Day, Children Day, Teacher Day and now Aids Day (to promote safe sex, so sales of condoms increased). When more and more new industry comes into the picture, the society will dream up of new day to celebrate. Remember the golden rule:  When there is a reason to celebrate, there is a reason to spend.
 
Even weather can be such special days. "Rainy Day" means business for some. Look at the number of umbrellas Giordana sell on rainy days. Not to forget the number of red t-shirt they sell on National day.) What about the new fashion collections from Armani every Spring/Summer and Fall?
 
So what’s next? A BestFriend-Day? Or Pet Day? A Ladies Day? How about a Neighbour Day? Mmm…. Oh yes, we have already covered all these days. We call it "The Great Singapore Sale" festival.
 
So, the chinese F&B bosses’ turn is coming to an end after tomorrow (last day if CNY). It will be the "Ang Moh" F&B bosses’ turn (for Valentine). Both celebrate dining in red, one in the prosperity red, the other – the romantic sexy red.
 
Yes…there is never a better day to celebrate. A great day to make money too.
 
 

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