Kohl’s plan for the holidays spotlights more gifts at affordable prices, an inspiring shopping experience with new in-store curations and value in the form of fresh deals every week throughout November and December.
Home goods figure prominently in Kohl’s holiday strategy. Shoppers will find 50% more seasonal home decor items this year compared to last year with prominent front-of-store positioning, the company indicated.
In a recent conference call, Thomas Kingsbury, Kohl’s CEO, noted decor has been central in Kohl’s plans to revitalize its home business after previous leadership scaled it back. Core housewares has yet to turn around, but Kingsbury said that should stabilize in the fall, with the company working to rebuild the kitchen electrics and bedding segments particularly. In early October, Kohl’s mounted a special online KitchenAid banner and dedicated shop. Beyond that, the retailer featured the company’s exclusive Bobby Flay cookware as the label featured in its Columbus/Indigenous People’s Day sales event flag at the top of the main website landing page.
In its main holiday strategy, Kohl’s intends to offer twice as many designated gift options in 2024 as compared to last year. A Kohl’s Value Gift Shop is rolling out with stocking stuffers and grab-and-go gifts at a great value every day with prices as low as $3, $5 and $8, with the majority of gifts at less than $5 and hundreds of options less than $10. The company plans to position gifting displays throughout the store and stock gift sets across a range of product categories. The company will carry twice as many Sephora at Kohl’s gift sets year over year, jewelry gifts at less than $25 and toys starting as low as $5.99 with thousands of options at less than $20. Kohl’s also will stock a larger offering of gift-giving essentials with nearly 50% more holiday cards and gift wrap, the company indicated.
To make the shopping experience livelier, Kohl’s has introduced an interactive Gifting Quiz, co-branded Pinterest x Kohl’s content and custom gift board and curated gift guides and lookbooks. At the same time, the company pointed out it will cultivate a new in-store Kohl’s Tree Farm. This year, the faux farm offers an expanded assortment of trees, ornaments, lighting, inflatables and related merchandise.
In addition, Kohl’s has added new brands across men’s, women’s and kids’ apparel, including more dress and occasion options as well as a deeper selection of pet, tech and electronics, and personal care and wellness items. Plus, for the first time, shoppers will find Babies“R”Us sections in Kohl’s stores nationwide and on the company website, giving consumers an entirely new assortment of products for tykes.
In early November, Kohl’s will reinstitute a sales promotion that provides $15 in Kohl’s Cash for $50 spent. On Black Friday, Kohl’s will kick off a series of in-store events, sweepstakes and giveaways set to continue through December.
“Kohl’s understands how busy the holiday season is for families, so we’re ready to help with everything they need to prepare and celebrate from decorating to gifting and hosting,” said Nick Jones, Kohl’s chief merchandising officer. “Our expanded assortment across categories further positions Kohl’s as a destination for gifting at great prices.”
