Remembrance, Christmas shouldn't coincide

A4

By Jim Dumville

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Is it just the nature of my involvement in the news business or do others also note the overlapping special occasions during the final week of October and first half of November?

One of the important roles of a community newspaper is to promote and report on special events surrounding festive occasions. In recent years, it appears, the first frost brings with it a mixed bag of special occasions.

Without a break in between, the public moves from celebrating with ghosts and monsters over Halloween directly into the sombre reflections of Remembrance Day. And even before the poppy wreathes are pulled from public display, the poinsettias are put in place for the launch of the Christmas season.

While it's an annual phenomena, I am always shocked to some degree about how fast our reporters, editors and graphic artists must swing from one unique occasion to another.

This week, for example, as our paper reports on the well-planned and well-attended cenotaph ceremonies in several communities, it also informs the public about what will most likely be an equally well-planned and well-attended Festival of Lights celebration to kick off Woodstock's Victorian Christmas.

As an editor and reporter, I understand the importance of informing the public of all these important events. As an individual, however, I fear the true impact of these occasions gets lost in the shuffle.

While Remembrance Day continues to focus, as it should, on Nov. 11, the day continues to be sandwiched by ever-increasing marketing efforts for both Halloween and Christmas. Thankfully Halloween celebrations obviously hit their high point on Oct. 31, offering a lull in the lead up to Remembrance Day. Unfortunately, the gap on the otherside of Nov. 11 barely exists.

With the kickoff of Victorian Christmas set for Nov. 15, many Christmas decorations are in place before the final veterans' ceremonies are complete. That, I must stress, is not a reflection of any business owner's lack of respect for our veterans, it is merely a reality of competing in the competitive world of marketing.

Vying for the consumer's dollar, especially in the current world of expanding recession, requires retailers to move early and move strongly. Sitting on the sidelines for even a day could prove extremely costly. As Christmas shoppers begin their annual excursions through shopping malls, downtown stores and craft fairs, they are looking for bargains. This year that hunt will most likely take on a higher degree of determination.

Sound marketing, therefore, is vital to a sound economy. Tonight's Festival of Lights kickoff to Victorian Christmas has proven over the years to be one of the Greater Woodstock Chamber of Commerce's most successful marketing efforts. Hopefully, it is one the surrounding community will continue to support.

It would be nice, however, if event planners, retailers and shoppers had a little more post-Remembrance Day time to prepare for the big event. Perhaps the chamber can develop a policy to hold the Victorian Christmas launch on the Friday of the week following Nov. 11. That would create a significant gap regardless of what day of the week Remembrance Day occurred.

Under that formula, the Victorian Christmas launch would occur as early as Nov. 17 and as late as Nov. 23 – a range which should continue to give merchants a significant jump on Christmas shopping.

Even the latest date under my suggested formula provides plenty of time to schedule all current events and even the addition of new ones. Most years, the Victorian Christmas schedule grows much lighter in the final weeks before Christmas. While the marketing aspect of Victorian Christmas should be concentrated early in the season, community-building and entertainment events could be added later in season.

But regardless of the timing, Victorian Christmas continues to be an important community event, one which not only promotes the economy, but also promotes a sense of community.

Over the years, residents from Woodstock and beyond have strongly supported the Festival of Lights kickoff. Hopefully that will continue this year.

See you there.