Marketing Tactics

I’m sure I’m not the only one who has begun to notice some changes in that most iconic of holiday shopping events: Black Friday. From earlier start times, to new and more elaborate marketing and promotional efforts, Black Friday has evolved into something very different than a one-day holiday season kick-off sale. This year, we are already seeing an expansion of that trend, including changes that might give us insights into the mindset of many brick-and-mortar retailers as they prepare for the final sprint to the seasonal finish line.

Toys “R” Us is debuting the Toys"R"Us Toy Channel, the company's revamped and updated YouTube channel. The channel launches with eight playlists, segregating content by topic to showcase in-demand playthings and new products, interviews with toy industry experts and current commercials from the beloved brand and top toy manufacturers.

Wayne, N.J. – Toys “R” Us is debuting the Toys"R"Us Toy Channel, the company's revamped and updated YouTube channel. The channel launches with eight playlists, segregating content by topic to showcase in-demand playthings and new products, interviews with toy industry experts, current commercials from the beloved brand and top toy manufacturers, and more.

Scotts Miracle-Gro has made up for lost time in the second half of the year, finishing with fiscal year sales essentially flat from the previous year.

The company's full year net sales were $2.82 billion, after a 9% increase in the second half, including a 10% increase in the fourth quarter.

San Francisco – Twitter began trading shares on the New York Stock Exchange (NYSE) on Nov. 7 after reportedly raising $1.82 billion in its IPO. According to Bloomberg, Twitter sold 70 million shares at $26 each in its IPO, giving it a $14.2 billion market capitalization that is 12.4 times estimated 2014 sales of $1.14 billion.

Twitter will trade on NYSE under the TWTR symbol. The company’s revenue reached $534.5 million in the 12 months that ended Sept. 30, 2013.

New York – Retailers across a variety of verticals reported improved same-store sales during October 2013, compared to the same month in the previous year. Even embattled department store retailer J.C. Penney saw its same-store sales grow for the first time since December 2011, and specialty and apparel retail conglomerate L Brands and discount club retailer PriceSmart reported particularly impressive same-store sales results.

A pricing glitch on Walmart.com this week generated enormous publicity and did more to promote the retailer’s e-commerce business in advance of the holiday season than any of its other marketing efforts.

Los Angeles -- Earlier in October, shoppers were put off by holiday displays in store; now people are warming up to them. Analysis of social media buzz for the week of Oct. 30 – Nov. 5 by social media research firm Fizziology shows that positive conversation about displays rose from 15% to 22%, while negatives dropped from 10% to less than 1%.