The RetailWire Christmas Commercial Challenge: Big Lots vs. Kohl’s
Week one of the Christmas Commercial Challenge went to Nordstrom’s upbeat “Choir! Choir! Choir!” spot featuring the department store’s workers. This week, we present a matchup between Big Lots’ “Share the Joy” and Kohl’s “Give Joy, Get Joy” spot.
Big Lots, which came off a second quarter in which same-store sales increased 1.9 percent and earnings per share were up 29 percent year-over-year, is looking for a strong holiday season ahead. The retailer, which is a winner of a past RetailWire annual challenge, has created a spot that seeks to show off its product offerings for the season behind an infectious audio track of Three Dog Night’s “Joy to the World.”
Kohl’s, which eked out a 0.1 percent increase in same-store sales despite having to shut some 100 stores temporarily due to hurricanes, raised its full-year outlook heading into the holidays. With its “Give Joy, Get Joy” spot, the retailer is seeking to communicate — on an epic scale — that customers buying gifts this holiday season will not only make others happy, they’ll pick up Kohl’s Cash they can use for themselves, as well.
- Share the joy inside and out with Big Lots! – YouTube
- Give Joy, Get Joy Holiday TV Commercial | Kohl’s – YouTube
- Big Lots’ (BIG) CEO David Campisi on Q2 2017 Results (Earnings Call Transcript) – Seeking Alpha
- Kohl’s (KSS) CEO Kevin Mansell on Q3 2017 Results (Earnings Call Transcript) – Seeking Alpha
DISCUSSION QUESTION: What is your critique of Big Lot’s “Share the Joy” and Kohl’s “Give Joy, Get Joy”? Which do you think does a better job of connecting with each company’s core customers while reaching out to new shoppers?