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 22 of 22)
10-23-2006 @ 12:44PM
Amy said...
I understand everyone wants to get their kids what they would truly like and want for the holidays but when you make the kids feel bad because they don't want to choose a toy because one of Santa's Elves would be out of a job, well that's just unfair to the kids. Some kids like to get things other then toys, some like the stylish clothes they might not get from mom and dad so they ask Santa or that book or movie they have been waiting for.
I can tell you this because my kids are like that and I have five of them, one year all my 17 year old wanted was a Wok and all the things to go with it, my 11 year old wanted the usual, a Gamecube game and some books that he had been waiting for to add to his collection.
So come on Wal-Mart leave out the GUILT TRIP on the kids, they can dish it out to the parents all by themselves.
10-23-2006 @ 1:33PM
B.Lindsey said...
One of the main reasons I liked shopping at walmart was because of their lay away. it was easy to find things for gifts and just put them on layaway and not have to worry about hiding them and I could always afford to get them and pay for them in installments. that was why I haven't shopped at Kmart in years. But, guess what? NO MORE LAYAWAY! I guess I'll have to check out kmart again for Christmas shopping and see what I can put on lay away there now. I'm sure there will be a lot less people shopping there this holiday season then in the past when they could put their stuff on lay away.
10-23-2006 @ 2:03PM
Gwen Pitts said...
When Wal-mart start treating their employees like first class citzens, than and only then can they expect a dollar from me. Over 70% of their employees are on some kind of government aid because they refused to pay a living wage.
10-23-2006 @ 1:53PM
BUSYLOWER MIDDLE INCOME MOM said...
As a very busy working mom nad foster mom, Wal=Mart is where yearly we do 80% of our christmas shopping. Why??? Because they were the only one left with a layaway, we stopped shopping Fred Meyeres when they quit their Christmas Layaway. Hardly ever do target, unless there is a hugu sale or clearance because of no layaway. Due to a lengthy illness, chemotherapy, radiation, surgeries and bedrest, my credit is shot so crdit cards aren't even an option! Oh well, why not have my kids pick out a hundred toys online that I can't afford, so they can be even more disappointed Christmas morning. Last year I would have said Go For IT!
10-23-2006 @ 2:50PM
Steven said...
I think this just gives predators 2 more advantages to prey on our childred. 1 it makes kids go online more frequently. And 2 this is an easy conversation starter for a predator to spark up with your child!! Isn't Christmas about family and not selfish demands!
10-23-2006 @ 7:19PM
Daniel Russell said...
Please!!! When will people take responsibility for them selves and stop blaming everything on something or some company. Take the time to TALK to your children and grandchildren. Shut off the TV. Turn off the Computer. The holiday season means different things to different people. Business are ONLY there to sell you stuff to make money. I think my grandmother had the best idea. We were told we had $100 to spend. Then she took each of us and our mothers to the mall separately. We spent the first part of the morning LOOKING. Any store any thing and everything. Then we had lunch at a Fancy/Nice Restaurant. After lunch we spent our $100 on what we wanted. She took them home and wrapped them up to give to us on Christmas. We learned the value of a dollar. We learned to behave and be polite in public. The value of people helping other people. Proper manors are important and in certain cases required. We learned we can get what we want as long as we follow the rules. We learned there are limits in everything not just shopping. We learned to be patient what we wanted would be there when it should be there. Most importantly I learned the GIFT OF TIME & LOVE is the best thing to ever get. I could not tell you what was purchased any of those years, but I can tell you how hard it was the first year she was not able to make the trip any more.
10-23-2006 @ 2:50PM
Steven said...
It's funny how the elves cry they will be out of a job if the toy isn't picked. I bet Walmart got that idea from the thousands of kid's parents that cried when Walmart put them out of business or the factories they worked for out of business. At least people in India and China have more jobs thanks to our factories being outsourced due to Walmarts strict price demands.
10-23-2006 @ 2:50PM
Steven said...
Whats next? Using religion to sell more toys next year? Sam Walton is probably turning over in his grave seeing how greedy his grandchildren are.
11-09-2006 @ 3:14PM
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11-15-2006 @ 10:21AM
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11-15-2006 @ 2:40AM
Walmart is Comedy said...
Never shopped at Walmart and I probably never will, but anything is possible. That whole approach to marketing is wrong if you ask me. Kids have no purchasing power so why bother giving them the illusion of it? You want to buy your kids something they want then just ask them. If you dont then just give them enough money to buy whatever they want to buy, or better yet if you want to make them feel special and "adult" feel free to get them their own credit card, put money in it and have them choose their own gifts and swipe for them at the cash register. That way they can learn and be spoiled for the holiday season.
Wal-Mart isn't trying to make it easier on you as the adult, they could careless. If kids create shoplists online they will be allowed to create an ENDLESS list of items, so many you probably wont be able to afford to get most of them. All that does for walmart is create nice, big, juicy $$$ALE$$.
11-16-2006 @ 9:19AM
terri martin said...
For Shareholders -I think this is an excellent marketing strategy to increase revenue for walmart and should make their shareholders very happy. It's innovative and speaks to the way America does business today.
For Kids - It gives kids an opportunity to choose the things they would like to have without being given an answer on the spot. It allows them to use their christams budget and make wise decisions on their choices. It allows them to get their list to their parents with clarity, it take the guess work out of which barbie doll they wanted etc.
For Parents - It takes the guess work out of what to get, where to get it and what it cost. It is shopping made easier. For those who have a problem with the storyboard, Walmart is not responsible for raising your children. If going into the holiday season you have not CLEARLY taught your children the menaing of Christmas, Walmart has helped you in identifying a VITAL flaw in your parenting skills. GOOD FOR WALMART, this marketing tool will not only boost sales but more importantly, has brought focus to the TRUE REASON FOR THE SEASON!!!
11-21-2006 @ 9:59PM
Teresa Higgins said...
All you negitive people crack me up. Take a positive thing and turn it negitive. It definatly is a good idea. Helps take the wonder out of what the children want for christmas. Its not brain washing it is just smart marketing. Hummmmm smart marketing = World's largest retailer. And as for WakeupWalmart great web site for all the non productive, high payed union people who think they deserve everything without having to do anything. Grew up in Detroit...look at the Big 3 now. The other thing is show me a CO. that offers over 5 differt medical plans with many different deductibles and with premimums less than $18 per month. So either shop there or don't. But if you don't know the facts..shut the hell up.
11-22-2006 @ 1:03AM
L in C said...
Tram Law Tram Law!! Right on!!
11-22-2006 @ 11:07AM
Julia Shonka said...
Go for Kaboodle instead!!!!!!
This new move of Walmart does not sound positive to me. I have joined Kaboodle instead. It is a website where you can create all the shareable wishlists you want and you aren't limited to just Walmart. You can add any item from any online store that exists.
11-27-2006 @ 3:28PM
judy konos said...
Thanks Walmart! This is how you got to be the LARGEST RETAILER IN THE WORLD! Keep up the good work...and MERRY CHRISTMAS FROM ALL OF US!!!!
11-28-2006 @ 6:48PM
dick garlock said...
Wal-Mart is a great store. People want to bash Wal-Mart, exxon mobil and mc donalds. Wonder why? I wonder if people who feel successful in whatever they do bash them. Wish lists are good, especially for a grandpa who needs a little help in the art of picking out toys for the little ones.
12-07-2006 @ 12:48PM
mae said...
As a busy single mom working full-time, I applaud this! I've already handed my son the annual wish books from ToysRUs each year with a black sharpie and told him to circle things he likes so when I'm out shopping or relatives call for ideas as to what to get him, I already know. This is simply a wish list. Amazon has one. You can even get on there and search for the wish list of someone you know without them even knowing it! It's a convenience and I think it's a terrific tool. And I agree, the elf out of a job thing is over the top, but most children old enough to navigate a web site and select things for their wish list are probably old enough to understand that either elves aren't really working at Walmart or that if they are, they aren't going to lose their job (or that elves aren't real if they no longer believe in Santa either.)
Way to go WM. Smart.
12-14-2006 @ 8:36PM
AJ said...
Great idea. And to the posters who don't think its right to play on kids emotions with the out-of-work-elf, give me a break. How about not playing games at all and telling kids there are no elves? How about not playing the "be good or santa won't come" games? How about saying, "no sweetie, he won't really be out of a job, because Santa and elves don't exist."?
Wal-Mart did its job: marketed to make money. Great, helpful idea of a kid-christmas registry. Now parents and bashers need to do their job, and take care of their kids. If your kids get out-of-hand, deal with it, don't blame a retail store.
10-17-2007 @ 1:25AM
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