Value and Christmas Dominate Wal-Mart's 2006 Holiday Marketing

Bentonville, Ark., November 9, 2006 – Whether in the aisles or on the air, online or on TV, Wal-Mart today announced that ‘Christmas’ and ‘value’ will dominate its U.S. marketing and in-store initiatives throughout this year’s holiday season.


Wal-Mart’s biggest-ever 2006 holiday campaign, with the advertising and marketing theme of “Be Bright,” will offer good value and goodwill through multi-channel outreach and throughout its stores.

“This year, more than ever, our shoppers will see and hear more about Christmas and the incredible values Wal-Mart is providing for their holiday shopping needs,” said John Fleming, executive vice president of marketing. “Our prices will allow our customers to be smart shoppers and celebrate even more.”

Christmas at Wal-Mart
Wal-Mart is in the spirit and spreading Christmas cheer this holiday season!  Wal-Mart has produced a Christmas-specific television advertisement scheduled to break next week.  Also, Wal-Mart will feature a series of television advertisements with a key charitable partner, the Salvation Army, that mention Christmas.

In stores, Wal-Mart’s specific references to Christmas include:

  • ‘The Christmas Shop’, previously known as ‘The Holiday Shop’ – the location for shoppers’ Christmas decorating needs.
  • “Days ‘til Christmas” signing – building on the excitement of Christmas Day, in-store signage will provide a countdown for customers.
  • Gift card designs – Customers will see Santa and “Merry Christmas” gift cards as great gift-giving options this Christmas.
  • A number of seasonal merchandise selections renamed from ‘Holiday’ and labeled with ‘Christmas’ – at an increase of over 60% from last year.
  • Christmas carols ringing out in stores throughout the holiday season.
  • In addition, we encourage our associates at Wal-Mart and Sam’s Club to greet customers utilizing various glad tidings inclusive of, but not limited to, Merry Christmas, Happy Holidays, Happy Kwanzaa, Happy Hanukkah and Feliz Navidad, to name a few.
  • At Walmart.com, there will be dedicated pages for Christmas and other holidays, including Hanukkah and Kwanzaa.  Customers can also access Christmas-related merchandise from the search option at Walmart.com (located at the top of each page throughout the site) or at www.walmart.com/christmas.
  • SAM’S CLUB membership magazines, including the upcoming December/January 06 Source Magazine, reference specific holidays, Christmas and others.

Wal-Mart unveiled its commitment to using the word Christmas to nearly 7000 of its associates at the company’s holiday merchandise conference last month.  “The move was met with rapturous applause and we know many of our customers will feel the same,” added Fleming.
More Products, More Value
In October, Wal-Mart declared an early start to Christmas with significant rollbacks of key toy prices – just the start of thousands of price cuts on key electronics, gifts, entertaining and holiday items.

“Our shoppers should be in no doubt – the move to lower toy prices was a signal of how seriously we’re taking price leadership this year.  We’ll work overtime to make sure we offer the items America’s families want and at prices that knock them out.  ” said Fleming. 

Wal-Mart’s “Be Bright” marketing and advertising campaign launched November 1.  It represents the most extensive multimedia holiday campaign launched by the store and includes network, cable and in-store TV; national print; online; and cinema.  The campaign includes 17 television advertisements as well as 24 print advertisements placed in 55 key publications.

About Wal-Mart Stores, Inc.

Every week, more than 176 million customers visit Wal-Mart Stores, Supercenters, Neighborhood Markets, SAM’S Clubs or a subsidiary location in 15 countries around the world. In each of the countries where Wal-Mart operates, the company and its Foundation are committed to a philosophy of operating globally and giving back locally. Wal-Mart (NYSE: WMT) is proud to support the causes that are important to customers and associates right in their own neighborhoods, and last year gave more than $270 million to these local communities. To learn more, visit www.walmartfacts.com, www.walmart.com or www.walmartfoundation.org.

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