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105 Days 'til Christmas: Kmart Airs First Holiday Ad | CMO Strategy - Advertising Age

A Kmart spokeswoman noted that the ad is being "tweaked," though she declined to comment further, adding that Kmart is not ready to start talking about its
holiday plan and strategy just yet.

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Jonathan Symonds, exec VP-marketing at Ace Metrix, pointed out that it's necessary for layaway ads to come early in the

Retail Reversal: Target process, though it's still "eye opening" that Kmart is out of the gate six to eight weeks earlier than is typical.
Unwraps Holiday Ads
Early
Spot Featuring Snow, "There might not be creative to respond with in the pipeline," Mr. Symonds said. "It will, by definition, create a slightly earlier

Christmas Decorations Airs cycle. As opposed to right before Halloween, it will have the impact of pulling the season up by a few weeks. But it won't start
Three Weeks Before
Halloween
the race today."

Shoppers, Retailers In years past, it's not been unusual for retailers to begin digital promotions or social media efforts well in advance of the
Divided on Timing of
Seasonal Onslaught holidays. But TV ads have typically been kept under wraps until late October. One notable exception: A year ago Target aired
Consumers May Complain,
but Shopping Habits its first holiday ad on Oct. 7, more than three weeks before Halloween. That spot featured an upbeat tune with the cheery
Prompt Kohl's, Macy's and
Others to Early Blitzes
chorus "Are You Ready?" and an oversized version of Target mascot Bullseye trotting through snow-covered streets with a

This Is Scary: Kmart shopping bag in his mouth.
Starts 'Black Friday' Two
Days After Halloween "This might give new meaning to the phrase Christmas Creep," said Kathy Grannis, a spokeswoman for the National Retail
Retailer Says Early Sales
Tactic Is Based on Federation, of Kmart's ad. "It's anybody's game right now, wheels are definitely in motion for a very promotional holiday

Consumers Already Jump- season."
starting Their Holiday
Shopping
Ms. Grannis said that when it comes to holiday messaging, a TV spot about layaway will certainly resonate with budget-

conscious consumers. Already many retailers have expressed caution about the second half of the year.

"We're in an either-or economy. Many households are spending on big ticket items, investing in houses, home furnishings or cars," explained Ms. Grannis. "At
the same time, discretionary spending in June and into July was much softer than anyone expected."

According to the NRF, 12% of consumers begin their holiday shopping before September, 6% get started in September and 20% start in October. The winter

holidays account for nearly $580 billion in sales.

"There are limited budgets today, and retailers are aware of that," Ms. Grannis said. "Consumers are spending wisely, so reminding them about layaway is

smart. It's not just about saying we've got great specials. It's about helping them with their holiday budgets."

DraftFCB handles creative for Kmart, having retained the business after a lengthy review. The shop has been responsible for Kmart's popular "Ship My
Pants," "Big Gas Savings" and "Yo Mama" ads.

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http://adage.com/article/cmo-strategy/105-days-til-christmas-kmart-airs-holiday-ad/244064/[10/12/2013 10:53:17 AM]