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 2 of 22)
10-20-2006 @ 6:41AM
LMARIE said...
WELL HERE IT IS AGAIN I DONT LIKE THE WAY YALL HAVE GOTTEN WITH THE CHECKS I LIKE MINE TO GO THROUGH SO THEY WILL ALL BE TOGETHER WHEN I GET THEM BACK AND HALF THE PEOPLE DONT SAVE RECIEPTS AND IT IS SAFER TO SEND TO THE BANK AND LET THEM HAVE A COPY AND THEN SEND TO YOU CAUSE ANY ONE CAN MAKE A COPY AS THE JUDGE JUDY EXPLAIN AND IT WONT HOLD UP IN COURT
10-20-2006 @ 6:40AM
Julie said...
The storyboard might have gone too far, but why bash the idea? In these times, we are so busy and kids are more in tune to what they want. Why complain? If you don't like the idea, then don't use. Other stores have done the wish book (JC Penney, Toys R Us, anyone?) for years, no one seemed to mind that?? Kids today really do know what they want, and use the internet, their time is valuable too, why not make one more thing easier for them? If you're worried about the storyboard, step up, be the adult and get creative on how to handle the situation, or don't allow your kids to access the site. Wal Mart can't and won't ever please everyone, but at least they try new things to keep up with the times. We are the ones who command the changes, they're just trying to keep up.
10-20-2006 @ 6:39AM
smhendricks said...
It amazes me how people can't think for themselves. WalMart does not treat women in the workplace fairly, it cheats people out of healthcare, check it out at wakeupwalmartdotcom. Walmart will never get one red cent that I earn.
10-20-2006 @ 6:46AM
Carole Moore said...
As a parent of 4, most of them fully grown, I think Wal-Mart's idea is great.Of course, the reactions by the elves are a little over the top. Parents should stop their whining when in our free enterprise system a business comes up with a new marketing idea and learn how to teach their children limits and learn how to say no to their children. It is the parents job to take responsibility for their children wanting everything and not the media or companies.
10-20-2006 @ 7:50AM
Kathy said...
My 15 year old daughter creates a list every year. She actually hand wrote a list when she was younger(gasp.. yes it is possible) but know that has evolved into searching many websites and creating a powerpoint presentation of what she would like, color, size, and what stores sell it, including price. My point... let kids figure out how to create their own list. Once again, adults are getting involved and telling kids how to do it, instead of letting them use their own creativity.
10-20-2006 @ 2:17PM
David D. Morrison said...
Christmas gift shopping and the reason for receiving gifts is still a parental responsibility, no matter what Walmart or any retailer attempts. Its the old saying, "the man who pays the fiddler names the tune." Parents pay the fiddler, so this is the tune that is played. Parents are still in control.
10-20-2006 @ 6:57AM
richard said...
AHHHH, COM'ON GIVE US A BREAK. THE REASON WALMART IS DOING AWAY WITH LAYAWAY IS "BECAUSE THEY ARE LOSING MONEY, DUE TO THE FACT SOME PEOPLE NEVER PICK UP THIER LAYAWAY ITEMS" TISK TISK WALMART. DO YA THINK THE MAJOR RETAILORS WILL DO THE SAME? I DON'T THINK SO. LAYAWAY IS STILL A MONEY MAKER NO MATTER HOW OR WHO USES IT. BESIDES IT WAS ONE OF THE BIGGEST REASONS PEOPLE WHO MAKE LESS THAN $20,000 A YEAR SHOP @ YOUR STORE. MOST OF YOUR EMPLOYEES HAVE TO USE IT JUST TO BE ABLE TO AFFORD CHRISTMAS ON WHAT YOU PAY THEM.....GIVE ME A BREAK !!!
10-20-2006 @ 6:57AM
Shawn said...
Looks like the entire Wal-Mark advertising team has visited this site. So much possitive spin that my head is ringing. Come on people teaching kids that if they do not spend at Wal-Mart they will be putting the cute little Elfs out of buisness is just plain wrong. What they should do is exchange the elfs with small buisness owners. Then it will be educational and truthfull
10-20-2006 @ 6:57AM
Sherry said...
So what the elf says he will be out of a job... it is just a game... My goodness parents allow their children to play a host of video games that has much more suggestive phrases then an elf claiming to be OUT OF A JOB... Somebody must have had a bad day when they thought this article was worth writing.. ITS A GAME.. NOBODY SAYS THE CHILD WILL GET EVERYTHING ON THE LIST... That would be something to get upset about... the Elf says.. SANTA WILL BRING YOU EVERYTHING ON YOUR LIST AND IF HE DOESN'T THEN YOUR A HORRIBLE KID WHO DESERVES NOTHING FOR CHRISTMAS!
10-20-2006 @ 7:42PM
liz said...
christmas is just a big shopping spree to begin with, and people either complain that they can't get their kids what they want to, or that they spent too much and can't buy necesities. Wake up and stop the shopping frenzy! Pay your bills, get out of debt, and lead your children by example.Spend time with them, love them, and that is what they will remember and cherish.
10-20-2006 @ 6:59AM
Robin Ringer said...
Not being a fan of Wal-Mart, I will not be doing my Christmas shopping there. As far as the wish list for kids, almost every retail web site has a similar feature. My children come up with plenty of things on their lists without the aide of a store's website, so I won't be gearing them towards Wal-marts web site either. So why the debate, if you don't like Wal-Mart's kids wish list feature-DON'T LET YOUR KIDS ON IT. Simple solution.
10-20-2006 @ 7:07AM
Pam said...
People need to relax. When I was growing up I poured over the Christmas catalogs and circled items. My kids went through catalogs and made lists, now we all search through sites on the internet and email lists to each other. WalMart is a business, their job is to market themselves and turn a profit. No one forces anyone to buy from them, much less use their website. So the kids make a list, the parents go over the list with the kids, delete unacceptable items, take the edited list and find the items somewhere else. Kids aren't stupid and if the parents do their job, the kids will understand the site is just an ad and a tool.
10-20-2006 @ 7:07AM
TERRI WATSON said...
I GREW UP WITH THE SEAR'S CATALOG WISH BOOK AND IT WAS GREAT! MY PARENTS SAID EVERY YEAR TO CIRCLE THE THINGS YOU WANT FOR CHRISTMAS. SURE, I CIRCLED EVERYTHING IN THE BOOK UNTIL IT GOT DOWN TO A WEEK OR SO BEFORE THE HOLIDAY. THEN MY MOM GAVE ME A RED MARKER TO CIRCLE THE MOST IMPORTANT THINGS I HAD ON MY WISH LIST. THAT'S HOW THINGS WERE IN MY GENERATION. SO WHATS THE BIG DEAL WITH WALMART PUTTING A WISH LIST ON THE INTERNET? PARENTS WILL SHOP ANYWHERE THEY GET THE BEST PRICE ON THE TOYS THEIR KIDS WANT. ITS BETTER TO CARRY A LIST WITH YOU THAN AN ENTIRE CATALOG.
10-20-2006 @ 7:09AM
Ralph said...
WalMart should offer classes on grammar, spelling and typing from the looks of these messages.
10-20-2006 @ 7:10AM
Joann Hill said...
Not sure about the online wish list - my kids are all grown with kids of their own - and my grandkids would never use the wish list - the one thing that disturbs me is the fact that WalMart cut out the layaway - especially the Christmas layaway, which was a lifesaver to parents who didn't have the money to buy everything all at once. The excuse for cutting out the layaway was that it wasn't profitable for WalMart. What a crock!!! The stores at the time the layaways were due for pickup were jam-packed! One thing I notice this year - whenever I have to go to WalMart I don't see the large crowds that I used to see at this time of year. Could it be tied to the no layaway policy?
10-20-2006 @ 7:12AM
Shannon said...
A wish list AND a site that helps my son do it himself; what more could I ask for? This doesn't help or hamper children's views of what the holiday season is really about. That is instilled in them from the parents anyway, and if you have raised your children correctly, they have the perfect balance of commercial and religious Christmas. I truly can't believe any parent wouldn't be ecstatic over this tool that is essentially for parents in the end. It's a win win for Wal-mart and parents. Thank you Wal-Mart.
10-20-2006 @ 5:29PM
Sam said...
If the kids behave at home like they do in wal mart, they wouldn't be getting anything from this Grandpa.
10-20-2006 @ 7:28AM
Brenda said...
I think this list is great idea, children have been making wish lists for Christmas as long as the Sears catalog has been in existance. This list allows parents to see what their children are really interested in. Sit down take a look, talk to your children about their choices. You may find out something about your child that you didn't know. Plus you insure that you child receives a gift they really want, not something you want them to have, or a gift you think they would like or appreciate.
10-20-2006 @ 7:18AM
Jan said...
Whatever happened to the former nun Walmart hired this summer to spiffy up their image? Is she still there? Wonder what she thinks of this.
10-20-2006 @ 7:27AM
brandie said...
The storyboard? bad....
Ending Layaway? bad....I never used it, but for those who can't save up christmas money ahead of time, they need it, I guess....
I don't know how many people used it - which may have been part of the reason Walmart cut it out.
I don't shop walmart as a rule - you can't get assistance when you need it, the stores where I live are ALWAYS a mess and half the time they're out of stock anyway....