Walmart Puts the Holidays on Layaway

Walmart launched its first wave of holiday marketing in September to plug an upgraded seasonal layaway program boasting an earlier launch date and a broader list of eligible product categories.Moved up from last year's Oct. 17 start date (see "Walmart Revives ..." in Related Articles), this year's program became available on Sept. 16. (Facebook users who “liked” their local Walmart store were able to start even earlier, on Sept. 14.) The program runs through Dec. 14, when participants must make their final payments.The expanded list of qualifying product categories includes small home appliances and select sporting goods (basketball rims, trampolines and large exercise equipment) in addition to the electronics, toys and jewelry covered under the program last year.Walmart originally announced that it would increase the program's service fee to $15, but reverted back to last year's $5 charge soon after Toys "R" Us announced free layaway on select purchases through Oct. 31. (The toy retailer will likewise charge $5 after that date.) Kmart, meanwhile, is offering no charge from Sept. 7 through Nov. 17. (See "Kmart Lays Down ...")This year, Walmart's fee is refundable as a store gift card after participants make their final payment. The mass merchant has also eliminated the cancellation fee, which last year was $10.In stores, standees and counter signs explain how the program works and carry QR codes linking to more information online. The specifications include a down payment of $10 or 10% of the item price (whichever is greater). Individual items must cost at least $15 to be eligible, with total purchases reaching at least $50. Spots on the in-store Walmart Smart Network, security wraps and ceiling banners support.The program's extensive marketing support also includes national 15-second TV spots, online videos, regional radio spots, social media activity and an avalanche of circular features. Recent features have spotlighted:a plethora of toys including an exclusive Dodge ride-on vehicle — one of 150 department exclusives, according to a media release — and numerous products identified as "Top Toys" such as Hasbro Inc.'s Furby and Nerf N-Strike Elite Hail-Fire blaster, exclusive bundles of LeapFrog Enterprises' LeapFrog LeapPad 2, Mattel Inc.'s Fisher-Price Imaginext eagle talon castle and Little People Disney princess palace, and MGA Entertainment's Lalaloopsy harmony b-sharp interactive doll.electronics including Google's Nexus 7 tablet, a 47-inch Vizio 3D iPTV and Microsoft Corp.'s Xbox 360 console with Kinect (the last under a Rollback price).appliances from brands such as Green Mountain Coffee's Keurig, SodaStream International's flagship, Euro-Pro Operating's Ninja and Jarden Consumer Solutions' Oster.sporting goods including Huffy Corp.'s Huffy bicycles and Remington Arms Co.'s Remington rifles.jewelry from brands such as Casio.

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