Keeping it Brand, Part 7

In the retail world, seasons are completely different from the real world, which makes it difficult to answer some questions when people ask them, questions like “Where are all the shovels?” This question was asked in the dead of winter when people need shovels the most here in upstate New York. And, “Why are there bathing suits on the rack?” This question was asked not ten minutes after the shovel question, by another guest. I always tread lightly when answering any of these questions because the mood of the guest can change 180 degrees depending on my answer. The answer to the first question is a solid, “All the shovels have sold out because people have been buying them up.” This works in two parts. Part one: It shows the guest that we are in great demand for shovel sales. Part two: It tells the guest that we wish we could help him, but sadly our hands are tied. The actual answer is, “We are a season ahead, dude.” The second question’s acceptable answer is an even simpler, “We had to clear out the stockroom, and those were left over from last year,” when the real answer is actually the same as the previous one.

And I wonder where that came from, being a “season ahead?” As far as I remember, there were four seasons. We’re in winter now, so wouldn’t the acceptable season ahead be spring, but since when were bathing suits spring attire? Possibly late spring, but here in upstate New York it’s more like summer and summer only, and even than it depends. So maybe we’re a season and a half ahead? And I guess I can see why we would be ahead, but so far ahead? I see it in my food department too. We have had Valentine’s cookies on the shelf since New Year’s, but who is really buying Valentine’s cookies a month and a half ahead of time? I think sometimes we get ahead of ourselves with trying to get ahead of ourselves.

Now I’m waiting for the grills and the patio furniture, but even money (betting money) says the grills come in first and re-populate the stockroom where the Christmas trees languished since mid September. You heard me right. We had Christmas trees in the stockroom since mid September, another testament to being a season ahead. The seasons also seem to rotate based on the holiday that is coming up next. You can see the earliest evidence of that by the greeting card rotation. Once, I honestly saw Father’s Day cards the day after Easter. Apparently, Mother’s Day wasn’t card-heavy enough to warrant the entire space, and Memorial Day hasn’t gotten the memo about giving cards on it yet (that being said, I think we will get to a point where we’ll give and get cards on Memorial Day in the very near future). The year at Target stretches from holiday to holiday, indeed.

The swimsuits this year are cute, by the way, and if you’re wanting to get some ice skates, they’re now on clearance. Going fast.

Sam

Keeping it Brand: The Archive