Family Dollar Discovers Gifts

Family Dollar is trying to lure in treasure hunters looking for holiday gifts and other seasonal needs through a "Discover Something New" campaign.The theme appears in stores on window banners, spectaculars and endcap displays plugging electronics, seasonal air fresheners and holiday decorations. Campaign support includes TV spots, circular features, a carousel ad on familydollar.com, posts on Family Dollar's Ideas & Inspirations blog, and Facebook and Twitter updates.The Discover Something New message also appears on the cover of a holiday gift guide distributed in stores and online starting on Nov. 7. The retailer appears to have abandoned its annual holiday toy book in favor of the smaller six-page publication that offers deals on toys, wrapping paper, beauty products and small electronics valid through Dec. 25. Multiple email ads plug the guide.The retailer has also been trying to boost trips with a "12 Days of Deals" campaign that offers a discount on a different product daily from Dec. 5-16. Eligible brands include SC Johnson's Glade, Kimberly-Clark's Scott and Kellogg Co.'s Keebler. A home page carousel ad, emails ads, and Facebook and Twitter updates promote the deals.Elsewhere in stores, the retailer is employing themed imagery on dump bins stocking preowned video games, window signs touting a "buy one, get one 50% off" deal on apparel and footwear, and floorstands carrying tableware and T-shirts. Window posters plug seasonal candy. NetSpend is using rack headers to dangle $5 off the purchase of $25 worth of its prepaid Visa cards. Hasbro, 3M's Scotch and RB's Air Wick also provide account-specific displays.Counter cards promote Family Dollar's annual fundraiser for Boys & Girls Clubs of America. This year the retailer asked kids from the nonprofit clubs what toys they wanted for the holidays and threw them a party to give them their requested gifts. The results were posted on a YouTube video on Nov. 7 (see below) and used to mark "top toys" on rack headers and circular features.

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