For Retailers Hoping For A Turnaround, Christmas Ads Come Early

Posted by Anthony Zumpano on November 10, 2009 08:59 AM

Have you noticed a lot of holiday advertising already? Retail brands are spending more than last year on advertising, but it’s not because they expect consumers to gift each other like it’s December 2007.

The reality is, the consumer-spending pie is still smaller than pre-recession levels, and retailers are recognizing that it will take a “spend money to make money” approach to grab every coveted slice.

Unlike years past, when an audience could be wowed by a line of fresh-faced khaki-clad jitterbuggers, this year’s ads will approach consumers as thrifty, not spendthrifty, shoppers, and offer recession-friendly deals like Kmart's layaway plan in the above clip.

According to the Wall Street Journal, “While each company will have a different marketing approach, they all have one thing in common: touting value.” In other words, it’s still better to give than to receive, but there’s no reason that you have to give it all away while giving.

More about: Retail, Holidays, Advertising, Kmart

easy saver says:

I think that this is a good idea to push early holiday sales, especially for K-mart. With alot of families living on a tight budget right now, they may score big with their layaway plans.

December 10, 2009 04:25 PM #

ez saver says:

That is very true, K-Mart has always been a lower end store, but I think they are positioning themselves well for the holidays.

December 10, 2009 04:29 PM #

easy saver program says:

I think that this is really the best way to approach ads this year. Just like the post said, most are approaching thrifty, not spendthrifty, shoppers, and I think this K-Mart ad shows the way alot of retailers are going to approach advertising this year.

December 10, 2009 04:35 PM #

discount online pharmacy says:

I think that this was a great approach for K Mart. They have found a good niche.

January 13, 2010 11:40 AM #

pharmacies says:

Yea, Wal-Marts prices are cheaper but they don't have a layaway program. I think that this is something that has gotten lost over the years, but now since the economy is down, is re-emerging with some success.

January 13, 2010 11:46 AM #

dfgf says:

January 16, 2010 02:49 AM #

online pharmacy says:

Just like the post said, most are approaching thrifty, not spendthrifty, shoppers, and I think this K-Mart ad shows the way alot of retailers are going to approach advertising this year.

April 9, 2010 08:56 AM #

replica handbags says:

3333Just like the post said, most are approaching thrifty, not spendthrifty, shoppers, and I think this K-Mart ad shows the way alot of retailers are going to approach advertising this year.

April 12, 2010 11:21 PM #