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Sears', Kmart's Christmas Club Cards Offer 3% Premium

  • Brandweek, Tuesday, August 18, 2009 10:46 AM
Sears and Kmart are offering a Christmas Club holiday card that allows consumers to save for the holidays and get an additional 3% on top of what they contribute from now through Nov. 14. They can activate the card with a $5 contribution anytime before Oct. 31, Elaine Wong reports.

A study by Kelton Research finds that 58% of Americans are more concerned about funding their annual holiday shopping spree this year, which is bad news for retailers, of course, who generally see up to a third of annual sales during the period.

Sears Holding spokesman Tom Aiello says the card is "a step beyond layaway" and hopes that it will allay customers' fears that they will spend beyond their means. Sears also hopes that the card and multimedia campaign surrounding it "gets customers thinking about the holidays," he says, "but we're not out there selling to them early."

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