Kmart ad kicks off earliest holiday marketing push ever

09/10/2013 | Advertising Age (tiered subscription model)

Kmart launched a commercial touting its holiday layaway plan Monday as children in some parts of the country are still heading back to school, kicking off the holiday marketing season six to eight weeks earlier than usual. The spot features a gingerbread man stalking an office worker and promotes free layaway at Kmart. "Consumers are spending wisely, so reminding them about layaway is smart. It's not just about saying we've got great specials. It's about helping them with their holiday budgets," NRF spokeswoman Kathy Grannis said.

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