Harco using incentives to grab holiday dollars early

Drug Store News, Sept 6, 1993

Tuscaloosa, Ala.--based Harco Drug has budgeted up for christmas this year, says cosmetics buyer Penny Wade. "Money is still cheap now, so we are hoping customers will open their wallets," Wade said. "We also have three new stores opened and there will be four more open by Christmas, so I budgeted for an increase of about 10 percent to 12 percent."

She says the chain will attempt to get consumers to come into its stores earlier this year. Harco has repositioned its advertising so that it will break the first week of November instead of early December.

To give consumers another incentive for shopping early, she plans to offer gifts with purchases.

Wade says that with any $10 cosmetic or fragrance purchase, consumers will be able to get their choice of a free silver hand mirror, a silver picture frame or a silver bell. Consumers who buy a Revlon cosmetic or fragrance will be able to get a clear tote bag for just $8.99.

"Basically, we're offering consumers an added value of between $10 and $15 for buying their cosmetics or fragrances at Harco just before the holidays," says Wade.

Wade is also sponsoring an early layaway program to encourage shoppers to come in early and make their Christmas purchases. She says that she hasn't seen anything really exciting or different from manufacturers this year, but she says the chain will feature a good assortment of mass fragrances in its circulars. The focus will be on strong sellers like Sand & Sable, exclamation, Navy, British Sterling, Stetson and English Leather.

Harco will feature some bath gift sets and the Ducair children's bath care line including Snow White, Barbie, The Littlest Mermaid and some other of the top-selling licensed brands.

"I am also going to put out a good assortment of cosmetic bags and I will probably merchandise them near the cosmetic pre-packs to see if [Harco] can generate multiple sales," says Wade.

Wade will not buy as many cosmetic gift sets this year. She does plan to buy the Cover Girl kits and split them 50-50 between lighter and darker shades.