Big Lots, with 1,350 stores in 45 states,
Pressure from discounters
At a time when department stores are reeling under pressure from discounters such as Wal-Mart and Target and consumers are expecting big discounts, Big Lots is upping the ante by claiming its prices are 20% to 40% lower than discount stores, and 70% below traditional retailers.
The $50 million campaign, from SBC Advertising, Columbus, Ohio, includes four 30-second English language spots, and one Spanish-language commercial that will run on Univision, Telemundo and TeleFutura.
Big Lots plans to open 90 new stores and remodel 200 existing stores this year as well as increase its furniture business.