If any of you are fans of the NBC sitcom “The Office”, you’ll probably remember “Diversity Day” (here’s a clip from the first season episode):
It seems Michael Scott, the bumbling and confused leader of Dunder Mifflin, may have paid a visit or two to Best Buy over the past few years. In 2006, Best Buy indicated that they were trying to be more culturally aware and politically correct by using the generic “Happy Holidays” greeting over “Merry Christmas” in their seasonal advertising. Perfectly fine. Many companies, in their all-out effort not to offend anyone in any way have gone this generic greeting.
However, this year, Best Buy decided that their Black Friday circular should pay a little homage to Eid al-Adha – the Muslim holiday that commemorates the obedience to God and is centered around spending time with family and enjoying the fact that we have food and a roof over our head (paraphrased from wikipedia).
How’s it working for Best Buy? Spend just a few minutes reading through some of the comments on the Best Buy forum, and I’d guess that the move to sell some big screen televisions to those bargain-hunting Eid al-Adha shoppers is likely being offset by some Christmas shoppers who are a little upset at how Best Buy has handled “diversity”.
Was it a nice gesture to include the Muslim holiday in your ads? Sure. Would it have been noticed if you never did it? Not a chance. Would you have left many of your current customers offended had you just kept your generic “Happy Holidays” approach? I don’t think so. As subtle as it is … this was just a dumb move from a marketing perspective.
So, Merry Christmas Best Buy! You’re our Worst of the Week!
Author: AdMavericks
www.lessingflynn.com
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{ 4 comments… read them below or add one }
Wow, this one is interesting. I will admit that I think Best Buy should stick with "Merry Christmas" and leave it like that. Just my thoughts.
Awaiting the day when best buy will go away. forever…
Hmmmm, not thinking Best Buy was thinking through that. Visions of sugar plums (or my credit card) in their heads?
Oh and Merry Christmas
Mark –
Agree – either that or stick strickly to Happy Holidays. But to take such a sharp turn surprised me. Just an aside … I intentionally paged through the entire BB paper in the Sunday newspaper this week – and noted that there was no reference to any holidays – just the generic "holidays."
Justin – word is out that you're not a big BB fan.
Willie – Thanks for dropping by! Sorry that you can't make the trip to Iowa this week – but not sure I'm looking to shoveling 12 inches of snow tomorrow night either!