Retailers Get Into the Holiday <I>Spirit</I> With DVD, Games22 Nov, 2002 By: Jessica Wolf
It's officially the holiday shopping season. For two weeks now a Southern California Best Buy has had its annual Christmas barrier built up around the front registers -- a strategically stacked conglomeration of add-on items like video and audio storage units that both corral frenzied shoppers as they wait in line and stimulate impulse buying. This Best Buy also has a new PlayStation 2 merchandiser staked out between the games and DVD section stocked with the newest games, consoles, controllers and other gear. Best Buy's mailer for the week highlighted “19 ways to stuff a stocking” with newly reduced MGM titles and advised buyers to “make their spirits bright with hit DVDs,” featuring new releases like Mr. Deeds, Band of Brothers and the Fellowship of the Ring Extended Edition. The mailer touted a free “Holiday Fun Kit” CD-ROM available to the first 50 in-store shoppers who bought Spirit: Stallion of the Cimarron.
Target's weekly ad told shoppers to “spread the joy with DVD” and highlighted gifty releases like complete-season sets of "Felicity," "The X-Files," "Buffy the Vampire Slayer" and "The Sopranos." Target also offered a Spirit premium: a free six-pack of microwave popcorn with purchase. And last week's Target location kept the Spider-Man DVD on its holiday shoppers' radar by holding the price at a low $14.99 for the second week.