Kmart Pitches Layaway Service to Holiday Shoppers

Kmart has launched a campaign that positions the company as the only mass discount retailer to offer a layaway service. The hope is to drive sales at Kmart stores this holiday season, as consumers search for penny-pinching options during the recession.

Print ads will break in November books and broadcast spots will start airing this week. The ads feature Mr. Blue Light, Kmart’s animated light bulb, who promotes the layaway service as a way to get gifts at affordable prices in time for Christmas. The service allows consumers to place a deposit on a purchase and have the retailer hold it until a full payment is made at a later time.

“People are going to have to be very creative this year to get Santa to show up,” said Terry Brophey, vp of integrated marketing communications at Kmart, Chicago. “And the whole campaign is based on promoting value.”

The effort, via Draftfcb Chicago, targets moms in their mid 20s and older, with a household income starting at $50,000. In addition to the layaway option, ads tout Kmart’s exclusively branded merchandise such as Jaclyn Smith apparel, Craftsman tools and Martha Stewart Everyday cookware.

A total of seven broadcast spots will air, which includes a major buy in cable (TLC and sports programming). Two print ads will run in d