Kohl’s expands seasonal front-of-store promotions

Kohl’s Corp. sees its front-of-store space as a valuable asset to showcase key products — all year long. 

In an email to Chain Store Age, Kohl’s said that following  its successful use of the front of its stores to promote the sale of holiday merchandise, it is continuing to leverage the space to showcase new and seasonally relevant home decor, gifts, and other impulse items that are relevant to seasonal holidays.

"Home décor, gifts and impulse items are three categories that are central to Kohl’s growth strategy," a Kohl’s spokesperson said in the email. "Currently, the store is set for Valentine’s Day, St. Patrick’s Day and Easter, with products like holiday wreaths, throw pillows, dish towels, blankets, candy consumable gifts, and more set to capture the shopper’s attention right as they walk in."

In addition, with 750-sq.ft. in-store Sephora shops also positioned right in the front of the store at more than 900 locations nationwide, Kohl’s said it is using the entrance to spotlight popular Sephora gift sets, such as fragrance gift sets for Valentine’s Day. 

In an October 2023 exclusive interview with Chain Store Age, Nick Jones, Kohl’s chief merchandising and digital officer, explained Kohl’s store-centric seasonal promotional strategy.

"We put product front and center, because we know it is what our customers expect from us,” Jones said in the interview. "We're proud of the value and quality that we're offering. This year, in-store shoppers will see a bigger extended gifting assortment and holiday assortment at the front of the store. We have opened up space to make sure that they can see that we are the top holiday destination.

"Taking the friction points away from our customers is something that we're focusing on," said Jones. "We want to make the shopping experience as easy as possible."

Based in Menomonee Falls, Wis., Kohl’s Corp. operates more than 1,100 stores in 49 states, an online e-commerce site at Kohls.com, and through the Kohl's app.