What do holiday shoppers want most this year? 'Hassle reduction'

Kmart began running its Christmas ads right after Labor Day. Around the same time, a huge Christmas tree was spotted at a Bay Area Ikea. Hobby Lobby had its Christmas decorations up in August.

Clearly, some retailers are taking no chances this holiday season. However, their efforts might be counterproductive. “What consumers bristle about is feeling like it’s shoved down their throat,” says Kit Yarrow, a retail industry consultant.

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