This Week in Circular-ville: Back-to-School

The Back-to-School season is an important time of year for many retailers, and there continues to be a lot of buzz about BTS 2009 due to our country's economic situation. As the countdown to the first school bell begins, SBC Advertising's Consumer Lab takes a look at the circulars from this past Sunday. Here’s who was promoting what in their weekly ads (as distributed in the Columbus Dispatch):

Grocery

Meijer. “We get high marks for low prices” tagline with a “Back to School 2009 Mom Approved” stamp. Featuring all licensed backpacks at 40% off.

Includes:

• All Falls Creek Kids’ Shoes at 14.99
• 25% off all licensed Lunch Bags and Totes
• Buy $10 in any combination of Kellogg’s, Keebler, Sunshine or Eggo Products and get $10 off instantly on any one backpack.

Layout: Licensed backpacks, lunch bags and shoes in a school locker setting.


Drug Store

Walgreens. “Major in Savings” tagline. Featuring a .49 cent sale on school supplies. Also features .49 cent coupon’s for Mars candy, and Big Roll Bathroom tissue. Also:

• Offering BOGO on bindgers, and Buy 1 Get on 50% on Mead Five Star notebooks.

Some grocery and cosmetic items also featured.

Layout: Traditional drug store look that is cluttered and unfocused.


Office Supply

OfficeMax. “Back to School for pennies.” 20% off everything you can fit into a standard size brown grocery bag (printed ON the actual brown grocery bag).

Layout: Drawn schools supplies, and a back to school check off list

Staples. “Staples = Savings. Huge Deals!” Features .25 cent black + white composition books, and $1 school supplies.
Also features

• Dell laptop for 499.98
• savings of 25 – 50% on all backpacks, and
• TI calculator for 89.99.

Staples is having a Teacher Appreciation Day ’09 this Saturday, August 22 at 9am until noon.

Layout: Looks like layout is on a notepad. Design is cluttered and difficult to read.

Department Store

Sears. “Life. Well spent.” tagline and a “Get your jean on sale” promo featuring name brands like Levi’s, BONGO, South Pole, and Canyon River Blues.

Promoting layaway AND Christmas Club Card, where customer adds money and earns a 3% reward.

Layout: Young couple in an air guitar, and singer pose. Selena Gomez sweepstakes event is also promoted. Not as clutter as Kohl's ad.

Kohl’s. “Back-to-school sale saving is in session.” Features Avril Lavinge promoting the exclusive Abbey Dawn brand, including a new fragrance.

Promotion is an extra 15, 20 or 30% off everything with Kohl’s charge.

Layout: Avril Lavinge is on the cover, solo. Busy, rock-n-roll vibe.

JCPenney. “Schooled in: Style. Smart looks for less.”

Features young couple with Decree brand clothing. Promotion is Buy 1, get 1 for $1.00 Junior’s Decree Tops and Bottoms. Also introducing Decree for guys with $14.99 tee or vest, and $24.99 straight-leg jean.

Layout: Young couple in simple, model-like pose. Cleanest ad of all the department stores. More singularly focused, too.

Craft

JoAnn. “Value is a bright idea.” Featuring back to dorm items such for storage and décor.

• Typical 40% coupon is available, plus a 609% off of custom framing.
• Additional décor items and dollar deals are featured as well.

Layout: Very feminine in bright pinks and orange, and feature a young woman organizing her space.



Discount

Wal-Mart. “Save money. Live better.” No back-to-school specific headline on their circular. Features $348 Toshiba laptop and $1.50 school supplies.

Layout: very clean, and focused.

Target. “Expect more. Pay Less.” Similar to Wal-Mart, no back-to-school specific headline is on their circular.

Features back-to-dorm items:

• $199 Magnavox 19” LCD HDTV
• $79 Haier 2.8 cu ft. stainless steel refrigerator
• $18 butterfly chair
• $3.50 bath towels
• $16 3-shelf bookcase
• $5 home pillow

Layout features a young woman in a contemporary setting interacting with many of the sale items.

Bottom line? There’s a lot of noise out there this time of year. It will be interesting to see who comes out on top. Our guess is that Wal-Mart’s efforts (and extreme pricing) won’t go unnoticed, while some of the department stores, like JCPenney may continue to

struggle to find their niche, despite their cleaned up brand image.