Talk about your Christmas creep. Yesterday, Walmart made clear the retailer is intent on winning the 2015 holiday selling season by launching its layaway program two weeks earlier than last year and by publishing a list of the top toys for Christmas chosen by its kid customers.
Walmart is kicking off its holiday layaway program today and has lowered the price for eligible items to $10 with a $50 minimum basket.
"There is no opening fee for customers to start a layaway account, and they only need to put down 10 percent. The last day to pick up layaway items is Dec. 14," Walmart spokeswoman Molly Blakeman told The City Wire.
As with past holidays, Walmart is banking on toys to drive traffic and generate sales in its stores. Today, also marks the beginning of Toy Week for the chain. The event includes a major rollout of new and exclusive Star Wars items to leverage interest in the new movie in the franchise, "Star Wars Episode VII: The Force Awakens," which opens in theaters on Dec. 18. Walmart has also published a list of top toys for the holidays as chosen by kids between the ages of 18 months and 12 years.
Testing a toy during the 2015 Chosen by Kids event. - Photo: Walmart
"Outside of the holiday season, we could be looking at the biggest week of 2015 for toys and we're giving customers every reason to choose Walmart," said Anne Marie Kehoe, vice president of toys at Walmart, in a statement. "We've made a tradition out of letting kids tell us which toys will be most popular during the holidays. Between their selections this year and the excitement around Star Wars, parents know exactly what will top kids' wish lists, and they can count on us for great prices."
This year has proven to be a strong one for the toy category with all segments, excluding crafts, showing gains for the first six months of 2015. NPD Group estimates full-year sales will increase 6.2 percent.
"There are certain events that will likely make the close of 2015 even better for the toy industry," said Juli Lennett, senior vice president of the U.S. toys division at The NPD Group, in a statement. "For example, the recent retailer promotions during the week of July 13 helped cause a surge of 16 percent growth in the toy industry. Also, with the movie releases of 'Minions' and 'Star Wars Episode VII: The Force Awakens' falling in the second half, and continued momentum from 'Jurassic World,' 'Avengers: Age of Ultron,' and others, licensed toys will continue to invigorate toy sales."
- Santa's summer vacation is over! Walmart starts holiday layaway two weeks earlier than last year - The Daily Mail
- Walmart Launches First-Ever Toy Week with Top Toys, Holiday Layaway & Force Friday - Walmart Stores, Inc.
- Wal-Mart kicks off Christmas toy deals before Labor Day, other retailers to follow - The City Wire
- Positive Mid-Year Sales Performance for U.S. Toys Positions Industry for Year-End Growth - The NPD Group