Sam’s Club champions emotions over profits in holiday advertisements
Sam's Club revolutionizes holiday ads by emphasizing emotional connection instead of sales, reflecting Arnold Worldwide's strategic shift from traditional marketing during uncertain times
Article Brief:
The holiday campaign by Sam's Club was launched on Monday (Nov. 6), as revealed by information shared with Our Website. Collaborating with Arnold Worldwide, the objective of this initiative is to focus on unity and emphasize the importance of togetherness over excessive materialism.
The campaign consists of two commercials, one lasting 30 seconds and the other lasting 60 seconds. Both commercials are titled "Gift" and aim to highlight the joy of spending time together, even during the hectic holiday season. The 60-second version of the commercial will not be featured in paid advertisements but will instead be shared on YouTube.
According to the release, this campaign represents a strategic shift for Arnold. Instead of solely promoting purchases, they are now focusing on the idea of shared connections. This change comes at a time of economic uncertainty and societal tensions. However, it may be well-received by consumers who express a desire to spend.
Article Insight:
Social tensions and economic uncertainty have prompted Sam's Club to shift its holiday marketing strategy. Instead of focusing on purchases and materialism, the company aims to strike a chord with shoppers by emphasizing sentiment, resilience, and budget-focused adaptability. This intentional pivot by Arnold aims to provide comfort to consumers during the holiday season.
The "Gift" advertisements capture the familiar moments associated with the holiday season, such as the rush to pack the car and start the journey or the last-minute preparations for hosting a holiday gathering. These ads feature a family driving together, with every turn of the road causing a gift box in the car to shift, mirroring the movements at their destination where the table moves and chairs glide across the room. When the family finally arrives, the happiness of being together outweighs the chaos, and they open a gift to reveal a top view of the family seated together.
By focusing on emotions, Sam's Club's choice could be well-received by consumers who are still concerned about inflation. While inflation is slowing down, Deloitte's 2023 Holiday Retail Survey shows that 72% of consumers anticipate higher prices this season. However, there are positive aspects, as shoppers plan to spend an average of $1,652 this holiday season, surpassing pre-pandemic levels for the first time. Sam's Club's decision to highlight enduring themes like togetherness may help the brand attract consumers who are seeking comfort.
Sam's Club's holiday campaign coincides with the seasonal initiatives of other marketers. JCPenney took the lead at the end of October with a savings-oriented marketing push targeting working families. Following suit, Target revealed their own holiday strategy at the beginning of November, centered around the motto "However You Holiday, Do It For Less."
