With consumers increasingly reluctant to spend in a souring economy, retailers are preparing for holiday shopping with traditional family fun and an emphasis on value. Promotions include Santa Claus and hot chocolate, lavish parties and prizes, loyalty member programs and highlighting the pleasure of shopping.
“We are trying to create the old-fashioned feel of the holidays,” said Lori Giggey, marketing manager for the Twenty-Ninth Street shopping center in Boulder. “. . . It’s about them being with the people they love and doing something fun.”
The center is hosting “Miracle on 29th Street,” a twist on the movie “Miracle on 34th Street.” The highlight of the month-long program is Santa setting up shop inside Macy’s department store, something Giggey said hasn’t happened there in more than three decades.
Those activities keep retailers visible, which is exactly what they need, said Ann Raider, executive vice president at New York-based Affinity Solutions, a marketing consultant to banks and retailers.
“They need to be able to build loyalty from those customers to get every dollar they can while they are in the store,” she said. “The key is getting them in the store. Once they are in, they will spend.”
Still, retailers are finding that consumers are shopping close to the time of need, buying thoughtfully and keeping value paramount, said Ross Manning, senior vice president and senior marketing officer at housewares discounter Tuesday Morning.
“The average consumer has become a smart shopper looking for brand and quality and value,” Manning said. “It’s not just about buying the cheapest thing out there. They are shopping early and taking advantage of sales and discounts.”
Tuesday Morning, with 25 stores in Colorado, is pushing membership in its customer-loyalty program and has launched new cable ads.
Target is emphasizing the “pay less” part of its slogan “Expect More, Pay Less,” spokeswoman Jana O’Leary said.
The retailer is spotlighting gifts under $25. Its website offers free shipping, and an online-only sale is planned for Nov. 23-29.
“We still have a responsibility to consumers to provide holiday goods and to provide our retailers with customers and a responsibility to the community to create the holiday experience,” said Pam Schenk, general manager of Park Meadows.
Promotions at the Lone Tree center include a Nov. 8 “Fire and Ice Spectacular” and “The Giving Spree” on Nov. 15. The mall is featuring a parade with Santa arriving on a firetruck Nov. 22.
At Broomfield’s FlatIron Crossing, the center is ramping up the party around Santa’s arrival and offering two tickets to the ballet for spending $350 in one day.
“It will be an interesting season, but shoppers are still going to spend and buy gifts,” said Heather Drake, senior marketing manager at FlatIron Crossing. “It’s up to us to make that experience worth it for them.”
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
