1.12.2012

It's MLK Day...Let's Go Shopping

Last night, while watching television, I saw a new commercial from Sears. The 30-second spot promoted upcoming sales discounts on, get this, "MLK Day." Yes, the company has decided to turn the anniversary of Martin Luther King, Jr.'s birthday into a discount shopping day and, why not? Many consumers now have the day off so, why not entice them to go shopping with special MLK Day sales discounts?

Sears, are you serious? Is the company that desperate for sales that it needs to defile Mr. King's memory by turning the anniversary of his birthday into a discount shopping day? Is it not bad enough the commercialization of the December religious holidays, or a holiday like Veteran's Day? Maybe MLK discount shopping days have been around for the past few years, but this is the first time I have experienced out-and-out retail advertising for it.

As you read this, please don't believe that I am against discounted shopping, I'm not, but can't companies such as Sears find a more tasteful, let a lone a more innovative or creative, way to offer discounts (i.e., win business and foster customer loyalty)? Question to the marketing brain trust at Sears, is there any concern as to how a promotion like this might affect the brand?

Not a 2D story I know, but the commercial last night just struck a chord.

P.S. I noticed that the GAP was running an online MLK Day promotion as well. Must be the latest and greatest strategy in the retail industry.

3 comments:

  1. Thank you Mr. Marquis for bringing this up.

    All this talk of consumerism being the way to save the economy is sickening.

    In this day and age, don't people feel like suckers with after Xmas Blow Out Sales and the money they could save after the holiday?

    People should buy gifts after Xmas, save a fortune and exchange them on Super Bowl Sunday!

    I did not observe one media story this holiday season on what it means to celebrate the holidays; I only saw stories on how much people are spending, how much the stores are making, what the hottest toys/gadgets are, mid night sales, etc.

    Watching QVC and seeing the segments on holiday lighting products was incredible. The amounts of time, money and energy people put into such nonsense is amazing---which lights turn colors, no need for replacement bulbs, auto timers for lights, etc. If only this energy was put into more important things....like helping children, helping seniors, etc.

    If companies really want to make an impact....how about they give 50% off savings to Vets & their families ALL THE TIME - not only on Vets Day or Memorial Day to account for their sacrifices.

    Why don't people spend more on the arts? Painting, music, writing, movies, wood working, etc. should be what people buy and encourage vs. Chia Pets and Snuggies.

    I can go on and on, but you get the point.

    Thank you.

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  2. Thank you for the comment...actually, I did notice that the Gap online was running a MLK Day promotion too. Must be the latest and greatest in the world of retail.

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  3. Really..... are you guys serious???? This article/comment is a joke. Companies offer these sales to you on special holidays for a reason and its not too insult anyone. These are a business and that's what businesses do. If they never had sales I suppose we would hear this same load a crap from you then too.

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