Yes, the leaves on the trees are just in the midst of changing, but as The Shophound Strolled past the Gap store on lower Fifth Avenue yesterday, it appears that the chain has decided to skip Autumn and Thanksgiving and head straight for Christmas. The early onset of Holiday shopping promotion has been with us for quite some time now, and there aren't strict rules, exactly, but, generally, shoppers shouldn't be seeing holiday decorations or windows until about a week or so before Thanksgiving —two at the earliest. In fact, pushing Holiday shopping before that tends to seem annoying, not to mention tasteless, and shoppers generally hate it.
Not so at the Gap, however. The giant illuminated snowflakes are now securely installed in the store's windows for at least the next two months (pictured above). The mannequins are swathed in festive knitted hats, sweaters and scarves (it was 71˚ Fahrenheit outside yesterday) and the message on the window, in case the point was not yet clear, reads: "Warmest Wishes. Give Joy, Give Love." Inside, the store's walls are festooned with more snowflakes and gift boxes with messages like "Give Gifts, Give Love" posted around the store (pictured below).
While we appreciate the extra work it takes to get a store, let alone an entire chain, ready for Holiday shopping, we also know that it is possible to get things started too early. It makes us appreciate all the more stores like Nordstrom, which has staunchly followed a holiday decorating rule of putting up Holiday decorations on the day after Thanksgiving and taking them down immediately after Christmas. Perhaps when they finally arrive in Manhattan, their example will offer some stronger influence to stores that just can't help themselves from jumping the gun.
THIS WEEK ONLINE:
Jason Wu, TOMS, Cristiano Ronaldo, Furla, Burberry, Montblanc, Kate Spade, Melissa McCarthy, Nanette Lepore, Maison Margiela, Fendi