Dive Brief:
- To jump-start holiday sales, Kohl’s has introduced curated gift guides categorized by price point, including options under $10, $15, $25 and $50.
- The move is part of the department store’s broader holiday plans. Kohl’s also touted an expanded assortment across various categories, including apparel, which will feature more colors and sizes, according to a press release.
- In November, the retailer is launching Holiday Quest, a new game for consumers to win daily prizes, including a grand prize of $100,000. Additional prizes and Kohl’s Cash will be offered to customers on Black Friday and throughout December.
Dive Insight:
In an attempt to win over budget-conscious consumers, Kohl’s is pushing value in its holiday strategy.
“We know our customers are looking for gifts that feel special without stretching their budget,” Nick Jones, Kohl’s chief merchandising officer, said in a statement. “That’s why this year, we’ve curated an impactful assortment that offers the quality, value, and variety families can trust from Kohl’s, across everything from cozy sleepwear and fleece to hosting essentials, the hottest beauty items, and top toys.”
The retailer in its holiday announcement touted its group of exclusive private labels, something Kohl’s previously highlighted as key to its turnaround.
The retailer earlier this month kicked off its four-day deals event, offering shoppers low prices, coupons and discounts. Kohl's is continuing to offer discounts weekly through the holiday season.
Kohl’s is in the midst of a turnaround and still searching for its next permanent chief executive officer. In its most recent quarter, the retailer saw net sales fall over 5% year over year to $3.3 billion, while comparable sales fell 4.2%.
