It's Christmas in July at Sears
On Sunday, while most of America was recovering from Fourth of July fireworks and cookouts, the retailer launched an online boutique called Christmas Lane at sears.com and kmart.com. It also set up Christmas decor shops at 372 Sears stores.
CHICAGO - It's Christmas in July at Sears Holdings Corp.
On Sunday, while most of America was recovering from Fourth of July fireworks and cookouts, the retailer launched an online boutique called Christmas Lane at sears.com and kmart.com. It also set up Christmas decor shops at 372 Sears stores.
Sears typically waits until Nov. 1 to unveil its holiday merchandise, said Sears' spokeswoman Natalie Norris-Howser. But with the recession putting a crimp in spending, the retailer is hoping to attract holiday shoppers early.
"This is the first year we've done the Christmas Lane event," said Norris-Howser. "We're allowing customers to put these items on layaway and pay over time."
Kmart got a boost in sales during the holiday season last year when it promoted a long forgotten layaway program as an alternative to credit cards. Sears followed suit in November introducing a layaway program of its own. Under a layaway program, shoppers pay for merchandise in installments and take the goods home after they are paid in full.
The Christmas Lane shop is aimed chiefly at online shoppers, said Norris-Howser. The Web page features a drawing of a main shopping street covered in snow and Christmas wreaths and an airplane flying overhead dragging a banner that says, "Free shipping for purchases over $75." The site also showcases cold-weather gear such as snow blowers and electric blankets.
Last year, worried about a slowdown in consumer spending, many merchants including Home Depot, Kohl's and Walgreens began stocking their shelves with holiday wrapping paper, trim and trees in September.
The phenomenon, known as Christmas creep, is expected to kick into overdrive this year as retailers fight for their share of shoppers' shrinking pocketbooks.
Most retailers generate 20 percent to 30 percent of their annual sales during the holiday season, so they are anxious to do well. Sears took in 28 percent of its annual revenue in the fiscal fourth quarter last year.
(c) 2009, Chicago Tribune.
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