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.
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.
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.
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 decor items and dollar deals are featured as well.
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
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