With the countdown to Christmas coming in at 27 days, consumers are immersing themselves in what for many of them has become the holy grail of annual activities, namely, purchasing “the perfect gift” for each special person in their lives. Some of their hard-earned cash will also go toward buying themselves a present or two, and many end-users will look to laud the levity associated with the season by donning ugly sweaters to greet relatives, colleagues and acquaintances. If one goes by the ubiquitous presence of the garments, said selections will probably turn even the most fervent impersonators of Ebenezer Scrooge (before his visits from the spirits, of course) into carol-singing, eggnog-craving, mistletoe-seeking revelers.
When Christmas approaches, dietary habits are not the only elements of their lives that consumers choose to let go lax. This time of year encourages merrymaking, and while toys, electronic devices, outdoor markets, feasts and constant airings of “National Lampoon’s Christmas Vacation,” “Elf” and “A Christmas Story” work wonders, a garish sweater can also inspire mirth and a tiny yet nonetheless welcomed version of peace on earth. Such casual attire might make the malcontents among us cry “Humbug,” but a history of the tops reveals that those who wear looks-challenged sweaters could not care less about any backlash. They see their finds as fun ways to enjoy December’s social opportunities and express their individuality.
This stage of the calendar definitely comes with the temptation to feel forlorn because blessings can be hard for some to realize due to personal setbacks and losses, and while ugly sweaters cannot be the great equalizer, they are a front-and-center reminder for observers to flash a smile and channel their inner George Bailey (post-intervention by his guardian angel, that is). While nothing is wrong with reaching for a customary cardigan or a pedestrian pullover, everyone can benefit from a bit of humor, and the popularity of ugly sweaters, fueled, no doubt, by workplace contests and other engagements, can make for a highly lucrative marketing campaign.
Ever the commercial opportunist, Nike will next week likely release shoes that depict many common components of the Christmastime fashion entrants. With a whole website devoted to proving that beauty is indeed in the eye of the beholder, ugly sweaters could definitely help promotional products industry presences stitch together a few new partnerships, especially if they are capable of making quick turnarounds. The days until Christmas are dwindling, and Jack Frost, along with nipping at noses, has a habit of making people crave a break from their labors. Keep him from doing either by considering the benefits of making ugly sweaters an attractive part of your next holiday promotional campaign.
