Dive Brief:
- Ikea U.S. is hosting holiday events, rolling out discounts and introducing new products to its Vinterfint collection ahead of the holidays, the home retailer said in a Wednesday press release.
- Between Wednesday and Dec. 24, the retailer is offering up to 25% off its most popular products, such as its Billy bookcase and its Storklinta dresser, at U.S. stores. From Nov. 25 to Nov. 30, the company is also offering $10 off every $100 spent, up to $100, on select purchases to its Ikea Family and Business Network members.
- Ikea is also leaning into events for the season; on Nov. 28, the retailer will host a Lingonberry Lane Winter Holidays event at stores nationwide. Ikea will also host its flagship Lingonberry Lane Winter Holidays Market at its New York City and Chicago-area stores. Ikea Brooklyn will host the experience on Nov. 6 to Nov. 8 and Ikea Schaumburg will feature it on Nov. 20 to Nov. 22.
Dive Insight:
With the bustling holiday season around the corner, Ikea is aiming to draw shoppers into its physical stores with both discounts and interactive in-store experiences.
During its free Lingonberry Lane Winter Holidays event, shoppers can decorate holiday cookies, create custom picture frames, receive limited-edition holiday bag charms and attend holiday hosting workshops. At its outdoor holiday market events in Illinois and New York, attendees can embroider blankets, sample Swedish food and drinks, and shop local vendors.
“The Lingonberry Lane Winter Holidays Event and our flagship markets in New York and Chicago create new and exciting opportunities for families to spend time together this holiday season,” Paul Anderson, home furnishing and retail design leader at Ikea U.S., said in a statement.
In addition to its store festivities, the company spruced up its holiday offerings by adding new items, such as ceramic Christmas trees, chandeliers, tins, ornaments and aprons, to its Vinterfint collection. The additions come in two styles: Scandinavian folklore and happy carnival.
Meanwhile, another major retailer is readying its holiday offerings in New York. Last month, Macy’s unveiled a revamped Santaland experience at its iconic Herald Square flagship, alongside new vendors for its Macy’s Holiday Square market and a Blue Hippopotamus theme for its holiday windows, along with deals. On Halloween, the company unveiled the 50,000-square-foot Holiday Square experience on the lower level of its New York store, with 35 gift and food vendors, including local companies like Pearl River Mart, Levain and Eataly.
For Ikea, the holiday season store experience push comes amid decisions that reshape its physical store presence. Earlier this year, Ikea said it wanted to open 10 stores in the U.S., including its first city-center location in Los Angeles and its first storefront in Oklahoma. However, in October, the retailer said it would begin closing some of its plan and order locations in Maryland, Virginia, and Washington, D.C. and offer its staffers a chance to relocate at nearby stores.
The company also strengthened its partnership with another big-box retailer: Best Buy. In May, the furniture retailer debuted Best Buy consultation centers at two locations in Texas and Florida, where shoppers can talk with Best Buy staffers about technology products and appliances. In the past, the two have partnered to offer Ikea shop-in-shop kitchen and storage planning services within select Best Buy stores.
