No, I am not losing it. But it’s still the month of August, so who needs to be reminded that the year is quickly passing away?

As you must be aware traditionally the big and yes even the smaller retailers attempt to shrink our year by prematurely displaying tons of in-store holiday greetings and decorations.

We’re talking full displays of Christmas lights and trees, blue and white color themes heralding the upcoming fall and winter months of holidays with their anticipated celebrations.

Come on, we should still be seeing beachwear, sun protection items, beach umbrellas and beach chairs. So, why rush our year away?

This always has made me nuts! Sure, I understand the need for merchants to move their inventories and in so doing present seasonal themes to get you in the mood to begin making those related purchases.

Sorry, but to me I just keep thinking it’s still summer, it’s ninety something degrees outdoors and therefore one should continue to keep enjoying the sunshine, beach, ocean, pools, and barbeques, without being pushed into the hustle and bustle of the fourth quarter.

We know that retailers always move ahead of the seasons. Another example of this is the month of July when retailers begin pushing “Back to School” merchandise. I mean these kids just got out of school in May or June to begin enjoying their summer vacations and here they are greeted a few days later with tons of return to school merchandise and signage.

Yes, I understand that many students leave for college in August, but we all know that these young people surely know what they need to purchase and where to purchase it without being slammed at retail with early “Back to School” messages wherever they turn.

I think we all need a “time out”!

We need to take a deep breath and keep our collective cool. Being pushed into a mind-set about each upcoming season as early as merchants tend to do, provides the feeling that the year is being condensed.

I don’t know about you but in the summer, I resent having to think about the winter holidays and those cold, dark months that wait us. I mean what could be more upsetting than seeing a highly visible display of snow shovels and ice scrappers in August?

I guess my point is why rush away a time of the year that most enjoy?

The only merchant who I can see displaying an early Christmas might be the Christmas Store!

Besides, summer is the time of the year when we usually unwind, get away from that daily routine, relax and simply reduce stress. This might also be the perfect time to schedule an appointment with your physician for that long overdue checkup.

So here is my resolve. I will refrain from offering a “Happy Thanksgiving, a Merry Christmas, a Happy Chanukah and a Happy Kwanza” greeting until I have arrived at a time that is close to those actual celebrated calendar dates.

In the meantime, keep celebrating the sunshine and summer.

Having stated the aforementioned, I will be purchasing my 2019 Calendar next month and that’s September!!!

Stephen Dick is the president of SDMC, a full-service creative marketing communications resource –

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