Bed, Bath & Beyond expands its Black Friday and Cyber Monday deals into a month-long sales selection as part of its “Enjoy the Present” holiday campaign. Beginning November 26, consumers can shop online or in-store for holiday gifts and last-minute purchases.
The Enjoy the Present campaign invites consumers to test out Bed, Bath & Beyond’s new omni-channel shopping features, including in-store pickup, curbside pickup, and same day delivery. The initiative also features special Black Friday and Cyber Monday deals and a “gift of the week” push that will last until December 23. Additionally, Bed, Bath & Beyond will feature holiday deals until December 24, giving shoppers plenty of time to prepare for gift-giving. The retailer released a lift of some of the products that will be featured in the sales push, including vacuums, weighted blankets, and kitchenware. Many of the items are popular gifts, including home goods and supplies that have seen increased demand during the Coronavirus pandemic, which could help the campaign reach a wider audience of interested consumers according to a Gartner report. Consumers can track deals on specific items by joining the Beyond+ rewards program, which promotes extended sales and easier checkout via the brand’s app. By merging promotions for its holiday sales with its fulfillment options, Bed, Bath & Beyond can offer a streamlined shopping experience that could entice consumers.
Bed, Bath & Beyond is promoting its present campaign through social media and streaming sites, including YouTube and Hulu. Additionally, the retailer released ads on Pinterest, Facebook, and Instagram inviting consumers to remember that “every moment this holiday is a gift” and thus, everyone should “enjoy the present”. The ads give a glimpse of small families gathered together enjoying dinner or opening presents, reiterating the brand’s theme of togetherness. The display of small, intimate family moments also allows Bed, Bath & Beyond to remind consumers to keep celebrations small during the ongoing pandemic this year. Bed, Bath & Beyond’s campaign advertisements echo similar sentiments of fellow retailer Banana Republic, which launched its “Love The Present” campaign that encourages consumers to create pleasant memories amidst an unpleasant year. With consumer stress levels soaring and many holiday traditions put on hold, it makes sense that brands would tap into a theme of warmheartedness and connection to build relevance with homebound shoppers.
The pandemic’s disruption has led many brands to switch up traditional holiday deals and campaigns this year. By rolling out a month’s worth of sales and advertisements to connect with in-store and e-commerce shoppers, Bed, Bath & Beyond could lift up consumer spirits and loyalty.