Kmart, Toys “R” Us leverage ‘layaway Santas’ and ‘angels’

The recession revived the popularity of layaway plans, and with many consumers still struggling to make ends meet, retailers have been pushing their pay-over-time offerings again this holiday season (as we’ve posted about). Last year saw the rise of “layaway Santas,” Good Samaritans who paid off strangers’ layaway accounts, mostly at Kmart, and this year retailers have been trying to leverage the behavior.

Kmart sponsored a Big Layaway Giveaway, holding a drawing for 10 weeks from September through November to pay off the remaining balance in a layaway account. And it set up a Layaway Angels page online to track the frequency of “angel” donations (as yet, the tally is a tepid $1,521). Toys “R” Us, meanwhile, announced it would donate $200 worth of goods to the Marine Toys for Tots Foundation for each layaway order that a Good Samaritan pays off. Layaway provides a novel means for new types of retail initiatives to help strained consumers, and even for consumers to help one another; it will be interesting to see how retailers continue to expand the concept.

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