A Pre Thanksgiving/Black Friday Shopping Message

According to data from Adobe, Thanksgiving, Black Friday, and Cyber Monday 2016 all set records for online sales, totaling over $5.5 billion. Black Friday remains the monster; last year, Friday online sales topped the three billion mark for the first time ever, reaching $3.34 billion: an increase of nearly 22% over 2015.

In bricks and mortar, ShopperTrak reported a 1% drop in foot traffic from 2015 over the Thanksgiving weekend, but Black Friday itself didn’t dip. The manic early morning shopping rush has clearly become a new holiday tradition; retailers predict it will hold strong this year even as they foresee another 5%+ growth in online sales.

Retailers revel in this reorientation of our Holidays toward mass consumption. But the Forest Hill Church in South Carolina takes a different perspective. Last year, on December 3, their in-house creative media team posted this “Christmas Presents” video to Facebook…

It’s not particularly sophisticated or slickly produced–all the actors are either churchgoers or staff–but the idea itself struck a resonant, relatable chord. Over the past year, it’s earned well over 6.3 million views and been shared almost 93,000 times. The idea of gift wrapping the everyday gifts we take for granted is simple and powerful. And joyful; for a non-actor, director/congregant Matt Nunn delivers a very likable performance as the man who wakes up with so much gratitude.

This is a brilliant example of relevant video content and clearly, Forest Hill is very savvy with multimedia. They also have a great looking website that boasts lots of content. They’re definitely doing it right.

First and foremost, by starting with a smart, relatable idea. Well done.

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Thanks to my friend and constant student of culture, Neilan Tyree, for finding and sharing this video on Facebook.

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