• Reuters, Monday, November 14, 2011 3:39 PM

 

 On the heels of a successful IPO, Groupon is reportedly planning a big holiday marketing effort. As Reuters reports, the daily deal leader “is trying to grab a much larger share of consumers' holiday spending this year.”

Last year, Groupon tested a holiday campaign dubbed Grouponicus, which offered discount deals in 15 cities. This year, Grouponicus will target 41 cities in the United States and Canada, and will push bigger-ticket items than ever before, Reuters writes. “Groupon plans to offer so-called ‘Epic Deals’ starting Nov 15,” which will feature specific experiences, such as a round-the-world trip and a cooking class and group dinner with Chef Todd English.

"We learned a lot from last year," Aaron Cooper, chief of gifting at Groupon, tells Reuters. Putting gift givers in a better light, for instance, this year’s Grouponicus holiday offers will show the value of the service on a voucher given as a gift, rather than the price paid. Groupon also said it plans to offer a national deal with retailer American Apparel, as well as discounts on products like electronics, home goods and fitness products.

Will the holiday push work? Maybe, according to Fred Moran, an analyst at The Benchmark. "Going into the holiday season, Groupon may get used for gift giving which could boost the numbers," he tells Reuters. 

 

 

 

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