Macy’s, Inc. (M), Target Corporation (TGT): There’s No Holiday Cheer in Sears Holdings Corporation (SHLD)’ Early Christmas Push

Not that it’s any surprise, really, but Sears Holdings Corporation (NASDAQ:SHLD)’ own earnings report last quarter recorded further sales slippage, and it likely is at least partly responsible for its decision to beat everyone else out of the gate in hawking its Christmas service. Revenues fell by almost $600 million in the second quarter, or 6%, to $8.9 billion, while losses widened to $1.83 per share from $1.25 in the second quarter of 2012.

Although it makes sense to promote layaway services earlier than other programs, it’s not the first time Sears Holdings Corporation (NASDAQ:SHLD) has pushed one. It was among the first retailers to resurrect the concept several years ago after it had lain dormant as consumers turned to the Internet to do their shopping. But layaway programs found new cachet during the recession, and Sears Holdings Corporation (NASDAQ:SHLD) even added the innovative concept of combining it with online shopping.

While the discount retailer can sometimes nail its creativity with sharp, witty ads — like its well-executed “Ship My Pants” spot — this latest effort seems to push the envelope too far and risks alienating customers who are already upset by season creep. When even beer lovers fret over pumpkin ale appearing on store shelves before summer ends, Sears Holdings Corporation (NASDAQ:SHLD) forcing consumers to think about Christmas when they just dropped off Sally and Johnny for their first day of school is likely to create a silent night of returns rather than a winter wonderland of profits.

The article There’s No Holiday Cheer in Sears’ Early Christmas Push originally appeared on Fool.com and is written by Rich Duprey.

Fool contributor Rich Duprey has no position in any stocks mentioned. The Motley Fool recommends and owns shares of Facebook.

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