Home Depot Celebrates Spring Black Friday

Scotts Miracle-Gro Co.'s Roundup, Ortho and Scotts brands garnered special attention this year during The Home Depot's eighth annual "Spring Black Friday" event.The lawn care brands received secondary placement on endcaps and multiple account-specific pallet displays during the event, which ran from March 30 through April 9. Banners positioned in the upfront seasonal area employed a "Take on the great outdoors with brands you can trust" message and depicted their logos. Additional in-store activity for the brands encompassed: Outdoor stanchions and signs affixed to pole toppers promised up to $10 off the purchase of Scotts Turf Builder fertilizer bags throughout the event.Signs positioned near Roundup product in aisles and on pallet displays dangled a free two-gallon sprayer with purchase of a 32-ounce Roundup SKU from March 30 through April 2. Signs affixed to pallet displays spotlighted BOGO offers on Ortho and Roundup SKUs throughout the event.Features in the retailer’s March 30 circular supported the Roundup and Scotts offers. A display ad on homedepot.com also promoted the Scotts deal.The rest of Home Depot's Spring Black Friday sales event reprised standard tactics. Hundreds of SKUs from multiple manufacturers were highlighted from categories including cleaning, tools and hardware, decor, ladders, home decor and flooring.Eligible items were stocked on account-specific, spring-themed floorstands or pallet displays positioned in the middle of store racetracks or upfront. Standees, stanchion signs, pole toppers and pallet wraps depicting a green grass border also plugged qualifying SKUs. Additional brands highlighted during the sale included Procter & Gamble's Swiffer and Tide, private label Ryobi, The Libman Co.'s Libman, Clorox Co.'s Clorox and Kingsford, Weber-Stephen Products' Weber and Freudenberg Household Products' O Cedar.The event also encompassed daily in-store-only and online-only deals on products from brands such as Philips and private label Behr. Display ads on homedepot.com touted the offers. A feature in the retailer’s March 30 circular also helped to drum up support for the first in-store-only deal on Tide laundry while directing shoppers to the retailer’s website to “take a peek” at rest of the offers.TV and radio spots, email blasts, sponsored Facebook updates, and displays ads on websites including mlb.com rounded out the effort.After the Spring Black Friday event, most spring-themed P-O-P materials remained in stores as the retailer continued to highlight various products under a “Fresh Take Spring” campaign it launched earlier this year. Account-specific displays carried messages that suggested what to “take on” this spring: pallet displays for United Industries’ Tomcat mouse traps used a “take on mice with traps & bait” message, for example, and Ortho pallet displays encouraged shoppers to “take on weeds without damaging your lawn.” Radio spots, email blasts, a Facebook cover, a feature in the retailer’s April 20 circular and display ads on websites including homedepot.com, msn.com and cnn.com supported. Stores also distributed a Fresh Take Spring coupon book containing more than $44 in savings on cleaning products from brands including Clorox Co.’s flagship, P&G’s Bounty, Gain and Tide, O Cedar, and RB’s Lysol. The offers were valid from Jan. 30 through April 30.

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