Turn off your Christmas lights? No!

This is the kind of debate that arises every year on online discussion sites like Reddit or on radio airwaves. India Desjardins, the screenwriter of the film December 23, which was filmed mainly in Quebec in 2022, also has funny memories of it.

“I absolutely wanted to include Little Champlain in the film,” she says. The City of Quebec has kindly agreed to extend the decorations until March to accommodate us. I was told that certain people, without knowing that filming was being prepared, had criticized the fact that Christmas decorations were present in March.

Cinema or not, the lights will shine at least until St. Patrick’s Day, March 17, in the National Capital.

Thanks to the initiative, among others, of the Commercial Development Companies (SDC) of Old Quebec, the Old Port — 75,000 lights for these two sectors only — and Saint-Jean-Baptiste.

“It’s a way of bringing light literally and figuratively,” says Pierre Lanthier, general director of the SDC Saint-Jean-Baptiste. Our idea is to bring a positive and bright spirit to the citizens and tourists who wander around and, why not, that the atmosphere leads them to make purchases in the local circuit that we offer.

His sidekick Xavier Bernier-Prévost, of the SDC of Old Quebec, adds: “It is essential to beautify the streets and public squares,” he says, specifying that their illumination projects were made possible thanks to to the organization of the German Christmas Market in Quebec. This is the basis for developing winter tourism in Quebec. If the streets are not attractive, it sells much less well!”

Proven by science

Creating a pleasant atmosphere is indeed essential to encourage consumers to buy, explains Maryse Côté-Hamel, doctor and assistant professor in consumer sciences at Laval University.

“Everything we call retail atmospherics [marketing d’ambiance]such as smells, lighting or decorative elements, help to generate positive emotions in the consumer.”

These elements, according to her, allow customers to escape from their daily lives and live a different experience, which promotes their well-being.

“The more comfortable we feel, the more we let ourselves go, and this often results in purchases, particularly impulsive ones,” she adds.

Counterattacking online purchasing

These strategies are particularly interesting for high streets, as they not only encourage consumers to buy, but also to return.

Focusing on a welcoming and immersive atmosphere therefore becomes a major asset for merchants who wish to stand out and build customer loyalty in the professor’s opinion.

For Pierre Lanthier, who arrived at the SDC Saint-Jean-Baptiste barely two months ago, this ambient marketing initiative takes on its full meaning in the context where city centers and commercial streets are becoming devitalized in part because of competition from online commerce.

“Amazon may seem practical, but we also have to look around us if we don’t want to be swallowed up by something coming from outside,” says the general manager. To counter this imminent competition, it is crucial to create an environment conducive to local purchasing. This is part of a socio-ecological transition where exchange becomes more fundamental.” And also specific to our identity, we might add.

Emotion vector

For Charles de Brabant, executive director of the Bensadoun School of Retail at McGill University, the key word is “emotions.”

“We can talk about strategy, but what is much, much stronger are emotions,” he insists. It is essential to clearly understand the values ​​that we wish to highlight to tell the story of our brand, which is our commercial artery. If we are clear on these values ​​and on the vision we want to convey to differentiate ourselves, that makes all the difference.”

Counteract short sunshine

The neuropsychologist and researcher at the Center for Advanced Studies in Sleep Medicine (CÉAMS) at the Hôpital du Sacré-Cœur in Montreal, Véronique Daneault is also of the opinion that these garlands and light installations can be positive from the point of view of the ‘mood.

“Knowing that light improves mood and that this time of year is particularly poor in terms of sunshine,” she explains. Moreover, there are almost twice as many hours of sunshine on the summer solstice as on the winter solstice. That’s eight hours less between June and December!”

The scientist is unequivocal: natural light is essential for regulating our biological clock, but the winter months pose a challenge, because the weather suitable for its exposure is rare.

Lights in the middle of winter, but not in the middle of the night!

However, if bright ambiances in the city help to improve mood and we have the impression that they somewhat compensate for this deficiency, we must also ensure that they do not cause inconvenience.

“Light rich in blue, present in daylight, has a direct effect on our biological clock,” explains Véronique Daneault. It improves wakefulness, alertness and even performance. Ideally, you should seek exposure to natural light during the day. But, two to three hours before bedtime, it is better to avoid lights rich in blue and favor those with orange or red hues which do not interfere with the production of melatonin, the hormone which promotes sleep and regulates our cycle. sleep.”

Understand: If you are the Chevy Chase of your neighborhood, in reference to the film The tree has balls (Christmas Vacation) a little touch of the dimmer is necessary. Warm white lights should be preferred and if possible turned off at night, while citizens are sleeping.

“It is necessary to have a social conscience for lighting intended to brighten up, so that they are turned on only during periods when people are active,” insists Véronique Daneault.

Santa Claus agrees (obviously!)

A point of view shared by Santa Claus — you have to believe in magic. “You know, in winter, in the Nordic countries, we need this light, we need this heat,” confides Nicolas Noël, contacted in his North Pole quarters. Maybe we shouldn’t leave the lights on all night like we do during the holiday season. But with today’s technology, less energy-consuming LED lights and timers, we can easily extend the season.”

The bearded character, who claims to be at this moment immersed in the long northern night where the sun does not rise at the solstice like all those who live within the limits of the Polar Circle at a latitude of 66º 33′, pleads for lighting whimsical while waiting for the return of beautiful hours of sunshine.

“It’s a bit like saying to the sun: “Please come back, we need you.” As a signal to encourage him to come back more quickly,” argues Nicolas Noël.

A tree? Five cents a day

At Hydro-Québec, the trend may be to run the dishwasher at night, a legacy of former super minister Pierre Fitzgibbon, but we are more lenient when it comes to LED string lights.

“These exterior decorative lights have a very low impact on the network,” reports Cendrix Bouchard, spokesperson for the state-owned company. They consume much less than old incandescent bulbs, especially when they are monochrome.” As proof, with this technology, a six-foot illuminated tree consumes less than five cents of electricity per day based on Hydro-Québec rates.

“It was really a priority need for merchants to further illuminate commercial arteries during the cold and dark months of the year,” says Xavier Bernier-Prévost of the SDC du Vieux-Québec. The City of Quebec, Destination Québec Cité and the Ministry of Tourism made the project financially possible.”

Adapt according to the holidays

In the coming weeks, the lighting will adapt to the colors of upcoming holidays, such as Carnival or Valentine’s Day. This is what Nicolas Noël proposed!

It is planned that the project will be deployed again next winter, with a continued emphasis on rue Saint-Louis intramuros and Parc Jean-Pelletier in the Old Port.

In the meantime, let’s keep our finger away from the switch. Quebec winter needs its dose of magical light to warm our hearts and boost our mood.