BJ’s Expands Toy Selection for the Holidays
BJ’s Wholesale Club is one of many retailers that responded to the demise of Toys "R" Us by ramping up its toy offerings this holiday season.
This year, the Westborough, MA-based wholesale club is offering twice as many toys on bjs.com and has increased its in-club assortment by 20%, according to a media release from BJ’s. Aiming to provide an easy one-stop shop for gifts for all children this season, the expanded toy selection ranges from “hot collectibles like Treasure X and Pikmi Pops” to “new and timeless brands” including Disney and Cabbage Patch and educational toys like Jimu Builderbots robot kit.
The club's annual “Exclusive Top Ten Toy List" this year comprises SKUs from Hairdorables, Magic Tracks and Canal Toys’ So Bomb, among others. The top ten toys and expanded assortment first became available on bjs.com on Oct. 1; top toys hit clubs on Oct. 25. An Oct. 28 email from BJ’s introduced the top toys, directing users to a dedicated “Toys & Video Games” bjs.com web page displaying an "exclusive top 10 toys" leaderboard ad. In stores, the SKUs are stocked on custom pallet displays announcing their status as “exclusive top 10 toys.”
As it did last year, BJ’s also enlisted multiple YouTube influencers for sponsored videos showcasing the toys (see one below); some also ran giveaways.
Other holiday offers from BJ’s so far include:
- Free shipping on select toy purchases of $50 or more from Sept. 18 through Feb. 2, 2019. A home page carousel ad within bjs.com supported for a brief period in November. Other holiday promotional materials continue to support.
- 15% or more off its entire stock of toys online and in stores from Nov. 15-18. A Nov. 14 email blast, multiple email ads, a Nov. 15 Instagram update and in-store stanchion signs supported.
- Up to 50% off select toys during its “Black Friday Steals” event, which ran Nov. 16-26. A number of email ads, a feature in BJ’s Black Friday catalog, and a Nov. 19 Instagram and Twitter update plugged the offer.
Path to Purchase Institute members can view more images of BJ's holiday promotions at p2pi.org. Members also have access to more than 1,000 images and 100 articles of marketing and merchandising activity at BJ's, along with a full Retailer Profile outlining the chain’s operations and strategies.