Kohl’s Amps Up ‘After Thanksgiving Day’ Onslaught

Kohl’s is looking to create some serious pent up demand for its “After Thanksgiving Day” sale. This weekend, the retailer will begin teasing consumers with special offers, available only between 4 a.m. and 1 p.m. on Black Friday (Nov. 27), via an aggressive advertising effort.

On Nov. 22, Kohl’s will post the company’s After Thanksgiving Day print ad featuring its 300 early bird specials at Kohls.com. From Nov. 22-27, the company will also offer an online “shopping strategy tool” that will allow users create a shopping list with prices and images to prep for the sale.
The retail chain will begin promoting the offers on Nov. 23 through TV and radio ads. Kohl’s said it will be amping up its radio ads in top markets this year. Its efforts will include deejay integration with Ryan Seacrest, John Tesh, Lia and Billy Bush. On Nov. 24, Kohl’s will run online roadblock ads taking over AOL, MSN and Yahoo! Supporting print ads will run in newspapers on Nov. 26.

Once the sale has concluded, Kohl’s will bring back its “25 Deals of Christmas” campaign. It dangles 25 “incredible values” on toys, jewelry, hats and other items. The offers will also be touted through the company’s Facebook page and e-mail blasts. McCann Erickson, New York is Kohl’s lead agency.

“As shoppers become more planned in their purchases, we’re using a variety of mediums to showcase these savings tools and highlight why Kohl’s is the smartest shopping destination for ‘After Thanksgiving Day’ sales and throughout the holiday season,” said Kohl’s CMO Julie Gardner in a statement.

Kohl’s spent $337 million in media last year, excluding online, per Nielsen. It spent $170 million on advertising through August of this year.