Journal of Fashion Technology & Textile EngineeringISSN: 2329-9568

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Review Article, J Fashion Technol Textile Eng Vol: 6 Issue: 3

The Evolution of Seasonal Shopping Events: Global Perspectives

Jasmin Kwon Vu1* and Thomas M Brinthaupt2

1Department of Human Sciences, Middle Tennessee State University, TN 37132, USA

2Department of Psychology, Middle Tennessee State University, TN 37132, USA

*Corresponding Author : Jasmin Kwon Vu
Associate Professor, Department of Human Sciences, Middle Tennessee State University, TN 37132, USA
Tel: +615-898-2317; +615-898-5027

Received: November 01, 2018 Accepted: November 15, 2018 Published: November 19, 2018

Citation: Vu JK, Brinthaupt TM (2018) The Evolution of Seasonal Shopping Events: Global Perspectives. J Fashion Technol Textile Eng 6:3. doi: 10.4172/2329-9568.1000174


In this article, we define the phenomenon of seasonal shopping events (SSEs) and review the research on consumer behavior during such events. SSEs refer to specialized shopping events that frequently occur during and around national or religious holidays. They often reflect a celebration of cultural values and aim to appeal to a wide variety of experiential, hedonic, and other consumer motives. Retailers attract consumers by offering discounts, sales, and promotions related to gift-giving. SSEs often evolve into social and traditional occasions for friends and families. We describe four global examples of SSEs: Black Friday (U.S.), Fukubukuro (“lucky bag,” Japan), Singles’ Day (China), and Boxing Day (Canada, U.K., Australia, New Zealand, and South Africa). We examine these SSEs fromboth the consumer and retailer perspectives, review their histories, and indicate how they have grown beyond their cultures of origin. We then identify common patterns and elements associated with SSEs. We next provide a general framework for how successful SSEs have emerged and discuss the cultural and cross-cultural implications of the SSE phenomenon. Finally, we illustrate some of the ways that changes in the consumer and retail environments might affect the future of SSEs.

Keywords: Seasonal shopping; Retailers; Consumers; Marketing

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