Retailers are missing Groundhog Day sales opportunities
“Wiarton Willie, Canada's most famous weather prognosticating rodent, failed to see his shadow when roused from his slumber Saturday morning in the small southern Ontario community.
“An early spring is also the prediction of Canada's other famous groundhog, Nova Scotia's Shubenacadie Sam. He emerged from his burrow at Shubenacadie Wildlife Park and failed to see his shadow.
“But Pennsylvania's Punxsutawney Phil disagreed. He saw his shadow when roused from his slumber by his handlers.”
- By Allison Jones, The Canadian Press, Feb 2 2008.
So, our Canadian groundhogs are anticipating an early spring this year – great news for all but ski shops.
Our lead prognosticating ground hog is Wiarton Willie. In truth, the original Willie passed away in 1999 and his albino successor is Wee Willie. Of course, the animal immortalized by Bill Murray in Pennsylvania is Punxsutawney Phil. For those unaware of this important cultural event (some say stemming from the middle ages and the use of hedgehogs) the furry beasts are snatched from their burrows, handed a double espresso and are asked to sit still while we look for their shadows. A shadow of course is a harbinger of another six weeks of winter; no shadow means a quick spring.
I have always maintained the source of data is as important as the data itself. In this case, organizers cite a 90% success rate. However, I have uncovered evidence that the accuracy of Willie’s predictions is closer to 37%. I feel more focus group work with a range of groundhogs is warranted.
Regardless of the truth, retailers and malls continue to ignore my suggestion to rally their sales and shopper spirits in the midst of winter doldrums with a rousing annual Groundhog Day event each February 2nd. What better creative base for some timely promotions than a famous weather forecasting groundhog?
Happy Groundhog Day!
- David Ian Gray
