Kmart won't have to worry this year about those pesky websites that post Black Friday deals weeks in advance of the official start of the holiday season. The struggling chain has decided to move the holiday season up by nearly four weeks and kick off Black Friday, two days after Halloween. Technically, that would make the new kickoff to the holiday season Black Sunday, but why quibble. The chain is struggling and it's trying to do something, much like the recent promotion of its layaway program.
The chain announced it would get the holiday started by offering special "Early Black Friday" deals on home appliances and consumer electronics.
According to MasterCard Advisors' SpendingPulse survey, consumer electronics and home appliance sales across retail were off nearly 14 percent in September following a 5.5 percent drop in August.
"Home electronics are relevant items customers will be looking for," Tom Aiello, divisional VP-public relations at Sears Holdings, told AdAge.com. "It's those really super-deep discounted items that are really motivating that you would never see all year round."
Mr. Aiello said Kmart's move is based on consumers saying they are looking to get an early start on holiday shopping so they can spread out spending and reduce the amount of items they purchase on credit.
"It all comes back to what the consumer was asking for," he said. "When we were doing planning earlier in the year, the economy was already showing signs of where we are at today."
Discussion Questions: What are your thoughts on Kmart's recent marketing initiatives including its layaway program and "Early Black Friday" promotion? What about the Kmart's research showing that its customers are looking to start shopping earlier for the holiday this year than in the past?