Leading the season with a powerful message gets customers thinking about future purchases and helps establish you as the store of first choice for those items. But it requires you do it right. It requires you not appear to be wandering half hearted into the season. If you don’t look interested, customers won’t be interested either. Be full. On Day 1. Which, in the case of spring merchandise, is before spring.
Geography can make this difficult because seasons are breaking on different dates at different places. But customers don’t care about logistics. Err on the side of being early, especially in spring merchandise because there’s often a struggle to make use of the post-Christmas-everyone-does-storage-containers space. And most customers love the thought of spring. So. Live it up.
If this seems intuitive why are there a few big name chains that seem to have backed into spring? I live in a glass house so I won’t throw stones at anyone in particular. But, if you’re there, ask yourself how on earth you expect to succeed with just three units on shelf of a well priced lawn chair? Does anyone…buy three?