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Kmart caught flack from several television talking heads and Facebook fans today for a new commercial advertising their holiday layaway program. The spot, above, reminds customers, "Don't let the holidays sneak up on you. Shop early with Kmart free layaway."
While it's always tough to see a commercial for the holiday season months in advance, and despite Carson Daly's convincing head wagging, this isn't a sign of the end times. Kmart is just advertising the expansion of the layaway program to online and mobile at—get this—the time when you have to do it for it to be effective. What a concept.
It's counter-intuitive, but not a bad idea for lower income and exceptionally proactive shoppers. Besides those booing Kmart's move on Facebook, there are positive commenters. One says, "Thank you Kmart for giving us poor folk some extra time to pay on our lay away so we can have a nice Christmas. I don't buy much all year for my grand kids due to my husband losing his job 3 years ago. I can't wait to spoil them this year and see their happy little faces!" and "I feel K-Mart is doing a lot of lower-income families a favor by offering early layaway for those who need it. I am sure the people making the decisions considered both sides, good and negative, before airing their ad. In the end, they decided to air early for the greater good of their own business and faithful shoppers. Why on Earth would anyone boycott a business over this?"
Here's hoping there's a fresh angle to the story before in-store holiday muzak drowns out the sense in everyone's brains.
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