Macy's Choreographs A 'Wonderful' Post-Christmas Promotion
Thursday December 20th, 2012 - 1:37PM
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The battle for gift card— and gift return— season is beginning, and Macy’s has its plans carefully laid for phase one. Today, Macy’s announced that it will make the seven days between Christmas and New Year’s Day a “magical” time for customers who come in for its the Week of Wonderful promotion, which includes a range of home-related products.
From December 26 through January 1, the retailer said it will offer post-holiday shoppers fresh discounts and new must-have items. Macy’s pointed to the consumer trend toward taking the between-holidays period as a vacation week, which creates the opportunity for retailers to capitalize on what has become one of the year’s biggest sales periods. In Macy’s Week of Wonderful, or WOW, promotion, the retailer said special savings and brand new merchandise deliveries will delight shoppers.
“The week between Christmas and New Year’s Day has always been about great deals, as customers exchange gift items and start using the gift cards they received over the holidays to hunt for last-minute bargains,” said Martine Reardon, Macy’s chief marketing officer. “With Macy’s Week of Wonderful, we want to make shopping during this vacation week even more fun and satisfying for customers. At Macy’s, shoppers will find all the amazing savings on post-holiday merchandise we are known for, in addition to finding our stores refreshed with new, bright and colorful must-have items.”
To up the Week of Wonderful delight factor, Macy’s said, the retailer will debut a new television spot on Monday, December 24, helmed by director, producer and choreographer Adam Shankman, whose credits include “Hairspray,” “Glee” and “So You Think You Can Dance.” A colorful song and dance spot starring Macy’s collaborator Clinton Kelly continues a sitcom-themed holiday advertising campaign that Macy’s debuted this fall. In the new ad, Macy’s Herald Square store manager character Harold asks Kelly if he has any fun ideas for the Week of Wonderful. Kelly’s imagination transports them into a Broadway-like world complete with WOW girls, dancing gift cards and a showstopping closing, Macy’s said. Kelly highlights what shoppers can expect from Macy’s Week of Wonderful, from discounts to the chance to exchange grandma’s sweater for something better. Macy’s developed the Week of Wonderful TV ad in conjunction with JWT New York, the retailer stated.
Among the product promotions associated with the Week of Wonderful, Macy’s will offer a Martha Stewart Collection Echo pond 9-piece queen bed linen set at $169.99, a KitchenAid Artisan 5-quart. stand mixer at $349.99, and a Hotel Collection Pegola full/queen comforter cover at $199.99.
Tags: Housewares Cookware & Bakeware Vacuum Cleaners/Electric Cleaning Health & Personal Care Home Décor Home Environment Small Electrics Organization & Cleaning Tabletop Gadgets & Kitchen Tools Retail
With all the color that has been unleashed on the housewares business this year, asking what the hot colors are is not enough. It’s more important to understand why they might be hot and how they can be applied to generate sustained revenue.