Marketing Tactics

eBay is the latest retailer to get into the holiday spirit with a campaign that transcends television, online and its mobile app.  

Steadily climbing consumer confidence and retail sales growth have U.S. retail chief marketing officers feeling optimistic ahead of this holiday season.

In the summer of 2016, Pokémon Go was everywhere. And as players traversed the globe in search of the game’s titular critters, they were also wandering into new legal territory. Although the craze now appears to have subsided, the game’s sudden popularity raised intriguing legal questions that will inevitably affect the future of mobile applications and their relationship to retail businesses.  

Saks Fifth Avenue is transforming its stores into a candy wonderland for the holidays.   The retailer’s holiday theme this year is called “Land of 1000 Delights” and it will appear in all 41 Saks’ full-priced stores in the U.S. and Canada. Jumbo swirl lollipops, whipped cotton candy and mounds of rock candy are just some of the colorful décor that will make up each store’s visual displays.    

L.L. Bean has opened its first store in Cincinnati, at The Kenwood Collection mixed-use center.   The 15,000-sq.-ft. store includes an outpost of the Freeport, Maine-based retailer’s Outdoor Discovery School, which offer demonstrations, clinics and introductory hands-on activities like snowshoeing, kayaking, stand-up paddleboarding, archery and fly casting.  

Macerich’s tech-driven, HGTV-sponsored Santa Claus experience will be expanded to five properties in California, Chicago, and metro New York this Christmas season.   Kids can download an Elf-Ray Vision app to their smartphones—or used a provided tablet — to explore “Santa HQ” in 3D, take an Elfie Selfie to insert themselves in a customized holiday video, or test their gift-worthiness on the Naughty or Nice O’Meter. A 10,000-bulb synchronized light show at the attraction plays the Carol of the Bells.

Dollar General is rolling out extended store hours, exclusive digital coupons and online-only discounts to woo holiday shoppers this year.   The retailer has announced that its holiday season plans will begin this week with a special discount for military-affiliated shoppers on Friday, Veterans Day.  

Black Friday weekend is just around the corner. But as retailers remained focused on one-day sales, exclusive sneak peeks and door busters, they are missing the boat on a much more lucrative opportunity — Singles’ Day.