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Christmas Business

09-12-2009

CHRISTMAS BUSINESS

Something weird happens around Christmas. The first thing you notice is the change in the tone of advertising material. The supermarket is usually first to change gears, and each year we marvel at how far away from Christmas they can start marketing it. The South Sydney colours suddenly appear on everything from chocolate money to under arm deodorant.

Something is afoot here. I wonder if there is a not-so-subtle linkage between the idea of generosity to others (giving Christmas presents) and marketing for its own sake.

The next change we notice is “end of the year” psychological move. In a business sense, this is a time for “tidying up” rather than making medium or longer term planning decisions. It is as if we are delaying big decisions on the basis that “nothing much happens until February anyway”. There is also a sense of having “done enough for this year”, with the corollary that “it’s time for a break”. The problem here is that these two moves begin somewhere in mid November, 6 or 7 weeks before the Christmas break.

As we zero in on Christmas, minds turn to planning for the Christmas break. There are two main demands. The first is to link up with the family for the formalities of Christmas (present giving, religious stuff for some people, the mandatory Christmas lunch). The next is the Australian iconic “Christmas holiday”. For most Aussies these Christmas holidays are prominent sign posts in our memories of our early life; the long trip in the family car, with or without the caravan; the subsequent weeks at a beach, where we meet the same crew each January; the fresh fish and chips; the new goggles and flippers; the smell of zinc cream; your parents’ sudden flight into generosity.

All this has an idyllic flavour to it. It also has a 1960’s flavour to it. Whilst we like to think of things like Christmas as “staying the same”, the dramatic changes in the world and our culture have also affected Christmas. It’s hard to imagine a kid tolerating a long car trip, at least without the help of several electronic amusements.

We are just coming out of the global financial crisis. Many are affected directly and personally by this. Financial constraints will have marked effects on such things as present buying and holiday destinations. It is likely that more people will holiday at home than overseas for example. It will be interesting to see how retail trade figures are effected this year.

On an individual psychological level, there will be increased levels of anxiety associated with the recent tough financial times. As we all know, Christmas family lunches have the potential to become a shambles. No interpersonal tension comes anywhere near family tension. They are usually powerfully-held and often simmer along for decades without resolution. Put these people together in one room, at the end of the working year, add a bit of alcohol and you have a formula for trouble. Not surprisingly, the old animosities arise, and are usually vented in an over-emotional and alcohol-effected way. These old issues move even further away from resolution, as everyone retreats angrily to their respective corners, vowing never to let this happen again. Never, of course, means “until next Christmas”.

I am not suggesting that this process is inevitable or universal. Some element of “bonhomie” often makes its way into the scene. The presence of children, and their joy at receiving this year’s stash of presents, is also a positive. Sometimes, there can be an element of détente amongst those previously estranged in the name of a general intention of goodwill. Christmas can sometimes be a positive fillip in this sense.

So, how can we turn the negative stuff around?

Some ideas:

1. Use that 6 weeks before Christmas as a designated time to do some active, innovative thinking about your business. While your competitors are winding down, think about getting ahead.

2. Don’t waste January. You will inevitably think about stuff whilst on holiday. Your business brain isn’t as involved with everyday issues, so it tends to think more laterally. Make notes of your thoughts at this time. Then use those 2 weeks at the end of January to start implementing ideas you had in December.

3. Try to simplify holidays. This means less travel, less organised activity and more outside time.

4. Get smart about Christmas lunches. Beware of alcohol, and leave yourself an “out” ie. a polite way of leaving the scene should things get messy.

5. If there is something positive, productive, complementary or supportive you have been meaning to say, make sure you do so.

6. If there is something critical, derogatory or pessimistic, promise yourself to keep your counsel for at least 48 hours.

Christmas is a tough time for a lot of folk. Doing something for someone down in their luck is usually a win/win situation.

Merry Christmas.

Jim Taylor is a retired psychiatrist who now works in executive coaching and innovation training. Website: www.workfitanalysis.com.au.

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