Chains Have Plans to Keep Americans Spending
Now that the consumption craziness associated with the Thanksgiving through Cyber Monday period is over, what do retailers do to keep Americans shopping for the rest of the holiday season?
There is, of course, the continual barrage of great deals and discounts still out there.
Kohl’s promises that one lucky shopper a day will get their shopping cart on the house. Others will just have to settle for the chain’s fantastic sales bargains.
Target and Neiman Marcus have gotten together for a joint promotion that will have both chains selling a limited-edition collection of items from top designers.
Banana Republic is running its "12 Days of Joy" promotion with discounts on new, exclusive items every day. The company is also running a contest where it will give away six Fiat 500 cars.
J.C. Penney is going the altruistic route, bringing its Holiday Giving Tour to 12 cities throughout the U.S. with the intent of "carrying out special acts of generosity" in a different town each day. The acts will include engaging in American holiday traditions, including "Christmas tree lighting and ice skating to Santas and tobogganing."
"You just can’t all keep competing on price all the time," Barbara Kahn, a marketing professor at the Wharton School of the University of Pennsylvania, told Bloomberg News. Attracting shoppers past the first few days of the selling season require "customer experiences or ‘gifts’ that encourage people to come in."
- Gap Hands Out Fiats as Retailers Fight Holiday Lull – Bloomberg News/Bloomberg Businessweek
- jcpenney Launches Nationwide Holiday Giving Tour – J.C. Penney
- Macy’s CEO Lundgren on What Black Friday Means – The Wall Street Journal/YouTube
What do you think merchants need to do keep up the sales momentum created during the Thanksgiving through Cyber Monday period? Are there any retailers running programs that you think are particularly strong or weak this holiday season?