Wal-Mart Stores, Inc. (NYSE:WMT) has turned its yearly holiday wish list efforts for kids into an online game, but not everyone is amused. The Wal-Mart "wish list" program lets kids compile gift wish lists on the Internet and then email that list to parents for holiday safekeeping. Think of it as an action item list of sorts. Sounds innocent and fair enough. Of course, Wal-Mart's goal here -- as it should be -- is drive more holiday sales. No surprise there.
So, why the fuss? Some days it seems Wal-Mart can't make a single move without being decried in some fashion.
Well, one minor detail that I picked up on pretty easily was that some of the specific messaging Wal-Mart has used in the program -- much of which won't be picked up by kids -- could be offensive to adults who are trying to teach their kids that the holiday season is about more than amassing toys. For example, in the Wal-Mart wish list program, cartoon elves guide kids through the website, applauding when a toy is added to a list and complaining that they'll be out of a job when a toy is rejected. Ouch -- who storyboarded this?
The larger concern is by direct marketing model to children, Wal-Mart is adding to holiday stress by increasing the kid nag factor. Although online wish lists have been available online at retailers for what seems like forever, this is the first time a retailer with the scope of Wal-Mart has presented an online wish list program that is designed for use only by kids and not adults.
It's the virtual equivalent of taking your kids into a Wal-Mart and letting them inspect every toy in every aisle -- with obligatory coat pulls every few seconds (the nag).
Is this just innovative marketing by Wal-Mart or a pain in every parent's head? What's your take as a parent and/or WMT shareholder?
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Reader Comments (Page 1 of 22)
10-16-2006 @ 1:07PM
Ken Gunn said...
I ask my kids for a list-- and by store/vendor--size, color etc. Cuts down on returns.
I tell them I will pick from the list--my choices.
How Walmart did the story board is wrong--out of a job--cut me a break--the idea is to make it easier on parents and wish lists are when done right.
10-16-2006 @ 2:08PM
earl gilbert said...
WalMart rules and once again has their competitors caught in a solid surprise move that the competitors missed on it.
10-16-2006 @ 3:32PM
UFFDA said...
Thank you Walmart!! For the Walmart haters it is called a registry & has been around for years.
10-16-2006 @ 4:14PM
Carl Giffels said...
Just another WalMart-bashing! Getting a list of what the kids want is a lot less nagging than going through the toy aisle with them. Parents can edit the list when they shop as they see fit. Give them some credit for being sensible parents.
10-16-2006 @ 6:28PM
PHILIP SPORN said...
WHAT NEXT....SOON TO BE BRIDES AND GROOMS WILL HAVE "ON LINE WISH" LISTS!! OH, THEY ALREADY DO...I GUESS A "BRIDAL REGISTRY" WISH LIST IS ACCEPTABLE...I LIKE THE IDEA..CUTS DOWN ON RETURNS, ETC.
10-16-2006 @ 4:45PM
joseph francis said...
wal-mart could win the war in iraq today, and there would still be whiners stating that wal-mart had an unfair advantage?
when will these jealous people just shut up
10-16-2006 @ 4:08PM
Catherine M. Webber said...
I am in my 40's, I work full time and,I run all the other normal lifes duties . Ad to that two grown married daughters, and six..yes, SIX grandkids to buy for. I really and truly want to get my family members something that they do want. I have one who I was convince would love something, anything Spirerman, till he wacthed Buzz Light year for the first time, now I need to swich that plan. ANthoer thohgt crosses my mind , a lot when I am walking down toy ailes. I don't want to get them something that they already have. What a major disapointment that would be on Christmas morning. I will be working on CHristmas morning, at least allow me the memoires that the kids like what I sent them, and are happy.
I don't care too much for the storyline either.
Even so, I want my people to keep the want list up to date for Birthdays , graduations, ect. Thanks,,busy Gramma.
10-16-2006 @ 4:26PM
Frank said...
Gee, getting kids to fill out the wish list. Another bash Wal-Mart. As an uncle its nice to get a list of what the interests are.
10-16-2006 @ 5:03PM
rhett said...
I wish Santa Wal-Mart would send me 100k for CHRISTMAS so I can pay off my mortgage and then I would have more money to spend at Wal-Mart!!!
10-16-2006 @ 10:22PM
jafbey said...
Creativity in marketing....Newsflash!! This is what makes the Marketing Dept. worth what they are paid...Great ideas to send to grandma, aunts & uncles, brothers and sisters...and mom and dad know what their kids truly want...Additionally, their children are learning how to navigate internet sites which is educational ...This is awesome!! Bravo Wal-Mart...Cutting edge once again!!
10-20-2006 @ 6:08AM
Kimberly Reese said...
What's wrong with a giving the kids a COUPLE of toys and the rest of the money being invested into their college fund? Chances are: they won't be playing with these toys when they are 18 years old and trying to decide how to make a living. They'll appreciate that college fund a whole lot more.
10-20-2006 @ 6:16AM
NINA said...
LIKE THE WISH LIST, DONT LIKE THE WAY OF DOING IT ONLINE WITH CHILDREN THAT ARE EASILY LED. DONT LIKE THE FACT OF NO MORE LAYAWAY, CREDIT CARDS ARE EXPENSIVE AND WITH THE AMOUNT OF GIFTS TO GET "US" WORKING FOLKS CANT OUT RIGHT BUY AT ONCE. THIS IS SOMEWHERE BETWEEN A ROCK AND A HARDSPOT. WALMART IS GREAT WITH PRICES BUT NEEDS TO KEEP THE WORKING PEOPLE IN MIND WITH THE HOLIDAYS.
10-20-2006 @ 10:40AM
wade said...
its a business folks and always has been. darn if you do darn if you don't.i quess all the whiners never watch cartoons on sat. morns. which every retailer assaults your precious darlings with evrything from cereals to superheros who will blow you away. if you really want to b---- get your perverted congressmen and woman away from them.
10-20-2006 @ 8:28AM
Wayne F Parker said...
Again we hear from all the lazy parents who are to busy to teach thier children value,respect,custom,....its the give me ,give me attitude that they instill more and more as the years go by..and who is the leader who these hapless ,lazy people follow...yes Wal-Mart...they pick up on that and run with it.....lol...like sheep lead to the slaughter...LOL...HAPPY HOLIDAYs....hmmmm wonder what that really means?????
10-20-2006 @ 6:24AM
Karen Kinnane said...
Walmart demonstrates once more why it's the leading low price marketer. What a great idea for busy relatives who want to buy EXACTLY WHAT THE CHIDREN WISH TO RECEIVE. Walmart policies make it possible for poor people to buy what they need / want. Give up Walmart bashers!
10-20-2006 @ 6:26AM
Lauri said...
I think a wish list is fine, but the idea of playing on a child's emotions via the elf being out of a job is terrible. Registeries, wish lists or whatever you would like to call them are very helpful, especially with the time contraints most people have. Just don't use mind games to drive sales up.
10-20-2006 @ 6:28AM
anne goodman said...
Does ever one know that WalMart is cutting their lay-way out. This one way people have shop at WalMart. Everyone please call and tell Walmart that you want the lay way back in stores. Everyone make you voices heard.Call 1-800-walmart
10-20-2006 @ 6:29AM
Tamra Coulter said...
Walmart stops taking layaways for the holidays, how do you think the people WHO need to shop at walmart because they make minimum wage are gonna purchase these gifts on their kids wish list.... they usually dont have that kind of money on hand and taking a couple of months to pay them off is the only way.. now those kids are gonna be even more upset at christmas when they have NOTHING. thanks walmart.
10-20-2006 @ 6:36AM
greg said...
Wal-Mart, this nation biggest economies retailor has yet again found a way to send sublimal message to kids over the internet by using this wish list. The elves, the clapping and other pretty animation on there site confincing kids that it ok to shop there. This is not the solution to return and big lines. Walmarts overall sales has been down the last 2 christmas and this is a way to brain wash little kids into shopping at walmart instead of place like Toy R Us, Best Buy, Video Games store and clothing stores the tradional kids stores. P.S if Target would of pulled this off they would of been slammed why not Wal-Mart?
10-20-2006 @ 6:41AM
janet said...
WAL-MART PLAYING THE GRINCH? I DON'T THINK SO. SOUNDS LIKE THEY HIRED A SMART MARKETER THIS TIME, ITS PLAYING LIKE THE BIG BOYS. SMART MOVE WALMART, NOW PROVIDE INSURANCE FOR YOR EMPLOYEES AND WE'D SHOW YA MORE LOVE. TO BE THE BIGGEST EMPLOYER AROUND. YOU CERTAINLY CAN AFFORD TO.