Staples Highlights High-Ticket Items In Holiday Campaign

Though paper and toner may be its bread and butter, office products retailer Staples is showcasing the high-ticket items--global positioning systems, computers and digital cameras--in its holiday advertising campaign this year.

The effort, which runs under the "That Holiday Was Easy" theme, will include television, radio, online and direct-mail advertising--all showcasing the high-tech gadgetry available at the stores. A television spot, which aired over the weekend, aped popular holiday films from the past, as high-tech products interrupt a family's holiday preparations. The slew of items is courtesy of an infant banging on the Staples "Easy" button.

"Industry research and our customers have told us that electronics are the most-searched for products this year," Staples representative Katie Sullivan tells Marketing Daily. "For the holiday season, we want our small business customers to know that Staples is a place where you can get these."

In addition to the commercials, the retailer has created a holiday microsite highlighting its electronics products. The company will also tout its exclusive deal with Dell as the only office supply store to sell the computers in its brick-and-mortar stores.



Although the holiday season is high selling time for most retailers, those in the office supply category see their busy season a few months earlier, during back-to-school season, says John Gabriel, equity analyst at Morningstar in Chicago. While the company is not likely to be the "go to" spot for consumer electronics, a campaign focusing on the tech gadgets available may drive traffic to other, higher-margin items in the store, he says.

"Their new print and copy center will also be highlighted as a place for holiday cards and calendars," Gabriel says, noting that the margin on copy services can be twice that of other products in the store. "It's just a matter of driving traffic into the stores."

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