A few weeks ago (right around Labor Day), the panelists at RetailWire commented on Kmart’s new campaign, promoting holiday layaway. I didn’t have a big problem with the timing, because of the nature of the ad:
The complaints get louder every year about retailers who start promoting Christmas even before Halloween. Kmart has them beat by almost seven weeks! The difference here — and why I think the idea behind the ad is effective — is the focus on layaway rather than seasonal merchandise. This has become one of the few competitive edges left for Kmart to offer its target customer, so putting a stake in the ground ahead of its layaway competitors makes sense.