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CSUN University News Clippings

Marketing prof Brian Connett discusses Christmas tree going up before Halloween

(October 29, 2009)

By Zain Shauk
Published: Last Updated Wednesday, October 28, 2009 10:07 PM PDT

DOWNTOWN — Crews worked in delicate choreography early Wednesday to load a 110-foot Christmas tree into the Americana at Brand square nearly two months before the actual holiday.

The early setup, which involved a 170-ton crane, will set the stage for the Americana to begin arrangements for its holiday festivities, including fake snow showers, visits from Santa Claus and a tree-lighting show Nov. 19.

It also brings the atmosphere of a December holiday into the shopping center at a time that shoppers may find unusually early, said Brian Connett, professor of marketing at the Cal State Northridge College of Business and Economics.

“We haven’t even got to that other crazy thing called Halloween, and you’re talking about a Christmas tree?” Connett asked.