o surprise Black Friday-style offers have appeared well ahead of time. Retailers are right to appeal to consumers with a deal or 10. But with just about every retailer getting in on the act, the challenge is for brands to differentiate in order to stand out. If everyone is going early and offering 30 per cent off, what can you do to cut through the clutter? The answer is to appeal to shoppers’ hearts and heads. US department store Macy’s is offering a masterclass in how to do exactly that. Heading into the Golden Quarter, the retailer is prioritising experience and newness alongside price. Its 100 Days to Christmas campaign showcases more than 40 per cent new products while transforming stores into festive destinations with immersive pop-ups, food vendors, Santaland and Santa tours. While there are savings to be had at Macy’s, the brand’s strategy positions the retailer as the emotional centre of the holiday season, making it their mission to create space for customers to enjoy the season and build lasting memories with loved ones. Macy’s chief merchandising officer, Nata Dvir, said, “Macy’s shines during the holidays, and this year our customers will be inspired by newness, the latest trends and exclusive brands. Our curated product will get customers ready for the season, whether they are hosting dinners, dressing up for a holiday party, or looking for the best holiday gifts – we have the most wonderful discoveries to help them celebrate in style.” Staying in the US, where shoppers are feeling the pinch, Amazon and Target have also pulled forward their promotions. While Amazon focuses on deals, Target is going for newness with 20,000 new holiday products available alongside Target Circle Week. But given the current financial climate, shoppers are likely to favour brands like Macy’s that combine value with a reason to engage beyond price. Winning this longer ‘Golden Quarter’ means taking the usual promotional calendar tactics and tying in product exclusivity, limited edition releases, newness, and value-added services like extended warranties or same-day pickup. Give shoppers a tangible reason to choose you. Loyalty and membership programs are another lever worth pulling. Consider offering early access or personalised perks that convert in addition to standard discounts. As the shape of the Golden Quarter continues to change, discount fatigue is real. Retailers that rely on price alone risk blending into the background. Those that combine well-structured offers with differentiated experiences, exclusive products, and emotional engagement will be the ones to retain margin into the new year and loyalty during the season. Consumers have been conditioned to shop on promotion, but in a market where everyone is on sale, standing out requires giving customers a reason to believe they are getting more than just another deal. While discounts aren’t going away any time soon, the consistency and volume of offers across extended promotional periods mean there’s no need for consumers to pay full price unless they absolutely have to. For retailers, margin pressures from inflation and supply chain costs make it harder to compete on deep discounting alone. Examples like Macy’s suggest shifting the focus from price alone to prioritising experience; think more new product, destination style stores, immersive events and deeper customer engagement to win with customers. This year, it’s evident product exclusivity, loyalty, and experience provide reasons to stand out in a season when the entire category is on sale. Nicole Miranda is the Managing Director of advertising agency Spinach. Further reading: Macy’s Jeff Warren explains how the legacy retailer plans to turn things around