Wal-Mart Plays Hardball on Price
Wal-Mart Stores is aggressively touting its lowest-price promise at the outset of the holiday shopping season.
Wal-Mart started its holiday image advertising campaign earlier this month, but the retailer isn’t taking any chances on sending a mixed message about price. Wal-Mart was criticized last year for holding back on price promotions, then shifting gears in early December after soft Thanksgiving-weekend sales.
This week, Wal-Mart began an ad and p.r. push promising the lowest prices in-store on Black Friday, and online throughout Thanksgiving week, including a preview of promos that will run in-store on Friday.
“During this crucial period, our customers expect Wal-Mart to offer them the best value in the marketplace,” said Wal-Mart CMO John Fleming in a statement. “Our goal at Wal-Mart is to give our customers the best value they can find anywhere. We’re keeping that promise this week, and throughout this holiday season.”
Wal-Mart promises shoppers the lowest prices in hot gift categories such as toys, electronics, apparel, and home decor. It will match prices in competitors’ print ads, and will feature in-store specials from 5 a.m. to 11 a.m. on Friday.
Meanwhile, Wal-Mart’s estimated $150 million “Home for the Holidays” image ad campaign continues on TV and radio, in print and online, showing celebs including Garth Brooks, Destiny’s Child and Queen Latifah celebrating in their own homes (Nov. 3 Xtra).
