Sears and Kmart Get Early Start on Christmas
Way back when, in the days of our misspent youth, there used
to be a local consumer electronics chain in the New York metro area that
advertised how insane it was to run a Christmas sale during the heat of
Today, many years later, the question is whether Sears and
Kmart have made a crazy move by launching Christmas Lane boutiques online
and in stores during the month of July.
Like most retailers, Sears and Kmart have typically waited
for the fall to begin emphasizing Christmas holiday themes.
“This is the first year we’ve done the Christmas Lane event,” Natalie
Norris-Howser, a spokesperson for Sears, told the Chicago
Tribune. “We’re allowing customers to put these
items on layaway and pay over time.”
Both Kmart and Sears see layaway as a means to differentiate
from the competition and drive rings in the process.
“To me, it’s a bit odd to be marketing Christmas products
in the summer,” Morgan Stanley analyst Gregory Melich, told Reuters. “There
may be other ways to tell people you have layaway, but I’m more interested
to find out when they’ll be closing stores that are burning cash.”
Discussion Question: Is it a
smart move by Sears and Kmart to begin promoting for Christmas in July?
- Sears puts out Christmas gear – Chicago
- Sears hopes Santa in July will be good for business – Reuters