
The holidays are all about tradition, starting with overeating on Thanksgiving and shopping ‘til dropping on Black Friday. Far be it from me to play Grinch and rain on the parade of hopeful retailers who count on ridiculously low prices coupled with ridiculously low inventories to draw mobs of consumers out into the dawn hours to scratch and claw — and in the case of that retired high school linebacker, crack-back tackle — to get the latest gizmo, but there might be a better way.
The hint of a new tradition has wafted into the pine scented Christmas caroled as Cyber Monday. It’s the day to jostle with the contentious online set to find the best prices on the least available toys and gadgets. And you don’t even have to leave the comfort of your home.
Both these traditions have their strong points for retailers: they push inventory and dam up the sea of red ink that’s threatening to drown the economy. And both have benefits for consumers: lower prices, the opportunity to get up close and personal with street people who object to you moving into their cardboard box neighborhoods so early in the morning, and, of course, the ever-popular Web searches that dead end in frozen screens and unfrozen screams.
I propose a new tradition to start next year called iTV Thursday. iTV Thursday is based on the proposition everyone watches television on Thanksgiving. Norman Rockwell’s family might have gathered gap-toothed and wide-eyed around that big turkey on the dining room table but today’s family more likely gathers around the 50-inch Panasonic widescreen.
When enhanced by interactivity that widescreen can become a virtual shopping mall. The interminable advertising between downs on the field or floats in the parade can be enhanced by letting the viewer/consumer dig more deeply into the advertised product. Like that deep fry cooker? Find out the most interesting features and, if you like, click a button and order it. Want more information about how it works? Click another button; representatives are standing by to help. Not interested at all, it’s 60 seconds to run off to the bathroom or get another beer.
The nice thing about all this is that when you combine interactivity with your DVR you can wander as deeply as you want into the advertising netherworld and always return to your programming from the point at which you left.
That’s it, folks. iTV Thursday. Kill three birds with one stone: the turkey, of course; the desperate need for the retailer to move product; and the need for the consumer to consume that product. All from the comfort of the family room.
And Black Friday? Maybe you can actually take a holiday and do something with the family. Cyber Monday? How about doing some work with the computer instead?
In marketing speak this is called a win-win. In blog speak it’s called an idea.

