Features

The use of cultural icons in marketing is prevalent during the holidays.

While businesses can influence the perception of the holiday spirit, to others these icons are a way to bring joy and nourish cultural traditions.

“Corporations send messages to consumers about their products,” said Louise Heslop, a marketing professor at Carleton University.

Price, product, location, and advertising are all important aspects of marketing a product and showing customers their needs will be met, she said.

It’s that time of the year again.

Grocery stores and clothing stores are playing familiar Christmas tunes, and coffee shops have all the new holiday flavours. While most people may not think much of these marketing techniques, companies tapping into the holiday spirit can make an impact on consumer spending habits.

Second Cup has a range of holiday teas so popular that people will buy several boxes at a time, said Trisha Williams, a Second Cup employee.

Most people have heard of Black Friday, but Cyber Monday is a day that many may not have known existed.

Cyber Monday, which marks the Monday following American Thanksgiving, is a marketing term created by companies to persuade people to buy online — a trend that has spread to Canada in recent years.  

The attractiveness of online shopping is heightened this time of year. There’s more selection, better prices, and it offers consumers the chance to beat the lines as shopping malls begin to crowd.