How the election will affect retailers' holiday campaigns

10/2/2012 | Advertising Age (tiered subscription model)

National retailers that typically go all out with holiday commercials around Nov. 1 will hold off until after the presidential election in many markets this year to avoid the risk of paying premium prices to be heard among the plethora of campaign messages. "Absolutely, if they can, they'll stay away from the swing states until right after the election," said NRF SVP Mike Gatti.

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