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November 2, 2022

Kohl’s Unveils Holiday Marketing Plans

Posted In: Retail Articles


Influencer-curated gift lists will be featured in Kohl’s holiday marketing push, which rolls out under the slogan “More Gifts. More Savings.”

Advertising on network television and streaming services will spotlight the breadth of Kohl’s holiday product assortment and values provided to remind customers that shopping at the company’s stores and website this holiday season will connect consumers with more gifts, more style and more savings all in one place, Kohl’s maintained.

The campaign features bright colors as a nod to the range of holiday celebrations and a diverse cast so all Kohl’s shoppers can see themselves reflected in the brand, Kohl’s noted. The music track for the brand spots is “December” by Earth, Wind & Fire, which provides an upbeat and energetic vibe while maintaining a holiday feel.

Kohl’s developed Influencer Curated Gift Lists to provide inspiration with new content plus tips for securing the best deals. A Build-a-List Sweepstakes offers consumers a fully shoppable digital list designed to make gifting for the entire family easier, the company indicated. Anyone who creates and saves their Kohl’s Build-a-List gets entered for a chance to win a $250 gift card, now through December 7. Builders can share their lists on Instagram, Twitter and/or TikTok, and if they do so with hashtag #KohlsBuildAListSweepstakes, they earn 10 additional entries. 

Beyond that, Kohl’s influencers will provide shoppers with gifting, outfitting and decorating ideas along with savings hacks. Customers will find fresh ways of engaging with Kohl’s and each other through various social media platforms as well.

Timed to the December Kohl’s Cash earn period, consumers will have the ability to use a custom Branded Effect highlighting Kohl’s Cash in their TikTok content as a means of engaging audiences throughout the holiday season. To highlight Kohl’s and Sephora deals during the Black Friday period, Kohl’s will leverage a new TikTok interactive add-on with its TopView ads, prompting users to shake their phones to reveal a surprise deal. To further highlight the value of Kohl’s Cash, Facebook and Instagram users will be able to try a gamified AR lens as they choose favorite gifts from Kohl’s. Also, the company will refresh its most successful creative experience on Pinterest to feature holiday outfit inspiration.

Kohl’s will sponsor Freeform’s 25 Days of Christmas again, bringing holiday programming to millions of families across the country. To reach new customers, Kohl’s has added properties to the plan that include The National Dog Show on Thanksgiving Day and the World Cup.

Shoppers will find value at Kohl’s all season long on national and own brands, the company asserted, right through Christmas Day, as well as opportunities to earn and redeem Kohl’s Cash.

“We know the holidays are a collection of special moments and memories for families everywhere, and regardless of how they choose to celebrate this year, Kohl’s is making it easier for everyone to experience the joy of the season,” said Christie Raymond, Kohl’s chief marketing officer, in announcing the marketing campaign. “We know value will be more important than ever to the millions of customers who shop Kohl’s this season. Whenever customers choose to shop for the holidays, they can feel confident that Kohl’s will help them prepare for the season by offering gifts they’ll love at great prices, while also sparking joy throughout the holiday season.”

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