Dive Brief:
- Joining the October deals fray, Staples is holding its first-ever Easy Deal Days, starting Sunday and running through Oct. 11, and offering up to 40% off on over 1,000 items for the office and home, according to a company press release.
- Staples discounts during the event are available to all shoppers, but there are additional savings for members of its free membership program. Easy Rewards members can also gain extra points on certain purchases during the sale.
- Among the deals available both in store and online are 40% off on custom holiday cards and wrapping paper; 100% back in points on all luggage up to $250; and $250 for a Sharper Image S-600 heated massage chair that regularly sells for about $400.
Dive Insight:
Staples is the latest national retail chain to hop on the early holiday shopping bandwagon.
The timing of the Staples sales event mirrors that of other major retailers, including Amazon, Walmart, Target and Kohl’s. Amazon kicked off the trend with its Prime Big Deal Days, which takes place on Oct. 7 and Oct. 8 this year, and other retailers have followed suit, relying on fall sales as a launch to the holiday season.
“Most retailers offering deal days or discounts in October are doing so to ensure that Amazon does not steal all the limelight,” GlobalData Managing Director Neil Saunders said in an email. “Other retailers want to grab some of the action. Of course, this is all the more important in the current environment as hard pressed shoppers are very receptive to deals and bargains as they look to stretch their dollars.”
While not known for being a holiday destination, Staples is pitching itself as a destination for office-oriented supplies, as well as holiday gifting items, and travel and shipping services. The retailer has an eye on expanding its in-store experience further; in September, Staples announced a pilot deal to bring optical centers to a select group of its stores to offer eye exams, prescription eyewear and lenses.
“What feels different this year is how intentional customers are about their shopping,” Staples Chief Merchandising Officer Peter Scala said in an email. “Businesses are stocking up earlier to be ready for peak season, and consumers want to start holiday shopping ahead of the rush to manage their budgets and reduce stress. Staples has always been about making things easy, and Easy Deal Days is another way we are delivering on that with meaningful savings and convenient options at the start of the season.”
A recent holiday retail projection from Bain estimates that sales will be up 4% for November and December, which is below the 10-year average of 5.2%. Consumers will still spend, but the report suggests they will look to special events and sales as value remains top of mind.
