Retail Holiday Roundup

Cross-merchandising, co-marketing and unconventional color schemes were commonplace during the 2006 holiday season, as national retailers decked out stores with relevant merchandising and signage in what may have been the longest holiday selling season ever. (See Related Articles.) The following is an overview of activity at 34 leading national chains.Bed Bath & BeyondIn a theme common throughout the retail world, the home chain promoted gift ideas on signage throughout stores. It also teamed with MasterCard on a holiday sweeps awarding daily prizes of $1,000 shopping sprees from Nov. 20-Dec. 31. Shoppers were automatically entered to win when they used their MasterCard at the chain. The sweeps was communicated via ceiling banners and checkout counter signs. (The two company's partnered on a similar sweeps during the back-to-school season. See Related Articles.)Linens 'n ThingsBed Bath & Beyond's chief rival touted itself as "your home superstore" for the holidays. The chain tried to get a jump on the competition by rolling out holiday merchandise in early September. (See Related Articles.) Seasonal merchandise received front-end placement in most stores, where standees promoted store gift cards. The retailer stepped up its circular schedule with weekly inserts throughout the season.PetSmartThe largest pet store retailer in the U.S. backed up its bark with a bite for the holidays. Ceiling banners touted the chain's "1,000 exclusive gifts," and holiday merchandise was given center-aisle placement. (See Images at right.) Price promotions were featured in December circulars. PetcoThe retailer started its holiday merchandising in the fall with endcaps, signage and branded displays. (See Images at right.) In its annual "Tree of Hope" fundraiser, Petco sold gift card ornaments, with proceeds donated to local animal welfare groups. The cause initiative began Nov. 19 and ended Dec. 24. For the first three days, customers received 10% off online purchases with a donation of $5 or more.Best BuyBest Buy pulled the plug on traditional holiday color schemes in its "Wrap up the Wow" campaign, which incorporated the chain's own blue-and-yellow pallette into gift box signage on pole toppers, headers and ceiling hangers. Vendors supported with similarly designed displays. (See Images at right.) The retailer also supported its annual Toys for Teens Foundation promo with circular features, stanchion signs and incentive offers. (See Related Articles.) CompUSAThe retailer converted stores into "TechToyland" with dedicated sections for popular gift ideas. (See Related Articles.)Circuit CityCircuit City's lack of dedicated holiday marketing was noticeable during a year in which many chains leaned heavily on themed creative. However, the chain did host a "24 Days of Nintendo Wii" sweepstakes that rewarded one game console daily from Dec. 1-24. Entry was online.Kohl's Kohl's jumped on the holiday sleigh ride early with seasonal merchandise rolling out in September. The ongoing Kohl's Cares for Kids charity campaign continued, with donations generated by the sale of Dr. Seuss plush toys and books that received front-end placement. November and December circular features supported. (See "Marketing at Kohl's.")Elsewhere, signage on displays communicated the chain's "Love Transforms Everything" holiday theme. Kohl's also hosted a sweeps awarding $25,000 and held exclusive events in Los Angeles in early December featuring sand sculpting contests and appearances by local sports celebrities. JCPenneyA 'redbox gifts" campaign showcased various gift ideas designed to make the retailer a one-stop shopping destination. The 30-product collection was spotlighted in-stores via ceiling banners, merchandising racks and fixture headers. Special pop-up departments deployed sales associates to help shoppers navigate the selections.SearsMoms were given the star treatment as the chain hosted a promotion offering Verizon's LG Migo phone (designed specifically for children) along with a $20 store gift card free with any purchase. (Shoppers had to sign up for two years of cellular service to redeem.) The promotion ran Oct. 29-Dec. 10. Other offers included free tickets to see Warner Bros. theatrical release Happy Feet with qualifying purchases. (See Related Articles.)Macy'sMacy's showcased its seasonal merchandise in "Holiday Lane," a center-aisle section featuring signage and traditional decorations. Wall signs, fixture graphics and product vignettes also used had a gift-giving theme. Office Depot The office supply chain hosted an instant-win game dangling store gift cards as prizes. The promo supported its overall holiday theme, which included gift ideas from a well-known business author. (See Related Articles.) StaplesProduct vendors played Santa's helper by providing account-specific P-O-P employing the chain's holiday graphics scheme. On pallet displays, floorstands and signage, brands shared real estate with Staples logos. (See Images at right.) Participating brands included Sanford Corp.'s Sharpie, 3M and Golla. The retailer also ran an integrated campaign called "The Department of Unexpected Gifts," which included recommended products identified with a "department" seal at the shelf.OfficeMaxLike its competitors, OfficeMax deployed pallet displays, floorstands and signage -- including vendor-supplied materials -- featuring a consistent theme and color scheme. The chain showcased holiday gifts and customized gift cards on table displays and signage. It also touted exclusive Hewlett-Packard holiday merchandise, including a notebook PC, printer and digital camera. (See Images at right.) Lowe's The holiday season swept in early at Lowe's, where seasonal merchandise hit shelves in late September at some stores. (See Related Articles.) The retailer also incented gift card sales via a promotion with Twentieth Century Fox dangling free movie tickets. (See Related Articles.)The Home DepotThe chain took a new spin this holiday season by rolling out merchandise never before seen in its stores, including consumer electronics and Hallmark cards. (See Related Articles.) As for traditional product offerings, co-branded shelf signs, ceiling banners and stanchions supported holiday price promotions. Seasonal merchandise garnered its own department in the back of stores as well as significant upfront endcap space.Barnes & Noble The bookseller's endcaps and fixtures carried consistent, themed signage that called out specific literary genres. Other holiday P-O-P included new release stanchions and posters for incentive offers. The retailer also held its annual holiday book drive, which collects donations for local youth community organizations through the sale of plush toys. BordersBarnes & Noble's chief rival illustrated the holidays by using "Nutcracker Suite" pop-ups designed by two children's book illustrators. (See Related Articles.)The Sports Authority Co-branded and private-label signs promoted seasonal merchandise including ski equipment and hunting apparel. (See Images at right.) December circulars featured price promotions on seasonal apparel.Dick's Sporting GoodsAlthough the chain lacked holiday spectaculars, it was not completely devoid of holiday spirit, deploying red and green "Gift It!" signs on walls and fixtures.Finish Line The footwear and apparel retailer wrapped its fixtures like presents. Signs communicated price promotions with holiday imagery and tweaks on traditional holiday sayings, such as "O Come All Ye Playful."Foot LockerFoot Locker used an instant-win game to promote the sale of store gift cards. (See Related Articles.) Entrance-area stanchions supported.Toys "R" UsThe retailer issued its annual "Big Toy Book" catalog, offering up to $3,000 in savings and a $10 store gift card with a purchase of $75 or more. Features in the book received front-end placement in a dedicated holiday department. Support also included ceiling banners.AeropostaleShoppers of the mall apparel store who spent more than $100 received a free plush teddy bear. Some bears contained game pieces awarding $5,000 prizes; all recipients were entered into a sweeps awarding $100,000. Stanchions at entrances supported. The promotion ran throughout December.AlbertsonsSupervalu's Albertsons banners hosted a "Taste of the Holidays" contest with Conde Nast's Epicurious, dangling a $500 Chef's Catalog gift certificate for the winner. Participants submitted appetizer recipes on the Epicurious web site from Nov. 6 through Dec. 31. A&PA&P's monthly Easy Solutions circular featured discounts, BOGO deals and recipes for private-label products, as well as promotions for Unilever's Promise, Kraft Foods' South Beach Diet, Nestle and Kodak. SafewaySafeway held a "Seasons to Taste" campaign, promoting private-label and branded products with a catalog, in-store recipes and signage.ShopRiteShopRite dangled a holiday savings incentive for loyalty card customers, issuing a 10% reward for every $300 spent from Nov. 26 to Dec. 26. Shoppers could combine up to three certificates for a maximum of $500 in savings. The retailer also carried exclusive products from Glatt Kosher. Winn-DixieWinn-Dixie ran a "Good 'till New Year's" circular from Oct. 18 to Jan. 2 and dangled a savings incentive: Shoppers who spent $700 from Dec. 6 to Dec. 31 received $30 in free groceries with their next purchase, $20 with a $500 purchase and $10 with a $300 purchase. Kmart Kmart hosted a sweeps with Sanford Corp. that awarded $500 store gift cards to 10 grand-prize winners, and a cross-promotion with S.C. Johnson dangling $5 gift cards with $20 purchases. (See Related Articles.) The retailer's special toy circular featured gift ideas for various ages and personality types. MeijerMeijer promoted its gourmet private-label line with a "Go for the Gold" sweeps, dangling store gift cards of $50 to $1,000 for shoppers who purchased select Gold products. The retailer also supported last-minute shoppers with Santa Bucks: $6 to $50 in savings certificates for customers who spent $29.97 to $99.97 or more Dec. 20-22. It also ran a gas incentive awarding $5 or $10 coupons with $50 or $100 purchases in the home department. Exclusive brand-specific incentives included a free box of Hershey's Pot of Gold with a jewelry purchase of $39.99; a $5 store savings certificate with three Energizer multi-packs; and a $5 certificate with $25 in Purina products. TargetTarget recruited Dutch designer Tord Boontje to design both its holiday campaign and exclusive Studio decor line. The retailer also introduced limited-edition gift and holiday items from its stable of designer partners. (See Related Articles.)Wal-MartWal-Mart's "Be Bright" campaign featured TV, print and in-store advertising spotlighting the exclusive launch of Colin Cowie's Csquared holiday decor line and a toy department labeled "Toyland." (See Related Articles.)WalgreensWalgreens backed up Coty's Celine Dion fragrance line in a "Countdown to Christmas" sweeps and instant-win game. The sweeps delivered $1,500 to the grand-prize winner, $100 and $50 store gift cards to other entrants. Instant-win prizes included $25 Walgreens gift cards, one-ounce bottles of Celine Dion Parfum Notes, branded bags and Dion compilation CDs. Participants registered online for the promotion, which ran Nov. 30 to Dec. 19.

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