UNITED STATES HOME DECOR MARKET SIZE

• In 2019, the United States home decor market size was estimated to be $181.72 billion.
• The United States has a market share of 68.1% and is reported to have the highest growth in the North America region.
• The North America region has a market share of 37.7% and is reported to holds the largest share in the world.
• In 2018, the global home decor market size was estimated to be $663.1 billion.
• In 2017, the global home decor market size was estimated to be $582 billion.
• The CAGR was estimated to be 6.74% for the two years.
• In 2019, the North America home decor market size was estimated to be $266.84 billion.

RESEARCH STRATEGY

ASSUMPTION

• Based on publicly available information, our research team assumed that the North America share of the global home decor industry for 2018 remains the same in 2019 since the forecast for the global market is from 2019 to 2025, and also, North America holds the largest share in the world.
• Again, we assumed that the United States market share of the North America region for 2017 remains the same in 2019 since the United States was reported to hold the largest share and also, experiencing the highest growth in that region.

CALCULATIONS

ANNUAL SALES OF TUESDAY MORNING

• 2018: $1,006 million 
• 2017: $967 million 
• 2016: $956 million
• 2015: $906 million
• 2014: $865 million 

ANNUAL SALES OF AT HOME

• 2018: $951 million
• 2017: $766 million 
• 2016: $622 million
• 2015: $498 million 
• 2014: $404 million 

ANNUAL SALES OF BED BATH & BEYOND

• 2018: $12,349 million 
• 2017: $12,216 million 
• 2016: $12,104 million 
• 2015: $11,881 million 
• 2014: $11,504 million 

Research Strategy:

TJX ANNUAL SALES

• In 2018, the company reached $39 billion in sales, of which, 76% came from the US or $29.64 billion.
• In 2017, the company exceeded $35 billion in sales, of which 77% were made in the US or $26.95 billion.
• In 2016, the company reached $33.2 billion in sales, of which 77% were US-made sales or $25.56 billion
• In 2015, the company surpassed the $30 billion in net sales, of which 76% came from the US or $22.8 billion.

1. Burlington —

• Annual sales for fiscal year 2018 — $6,668,479,000 
• Annual sales for fiscal year 2017 — $6,110,043,000 
• Annual sales for fiscal year 2016 — $5,590,950,000 
• Annual sales for fiscal year 2015 — $5,129,843,000 
• Annual sales for fiscal year 2014 — $4,849,634,000 

2. Pier 1 Imports —

• Annual sales for fiscal year 2018 — $1,552,938,000 
• Annual sales for fiscal year 2017 — $1,798,522,000 
• Annual sales for fiscal year 2016 — $1,828,446,000 
• Annual sales for fiscal year 2015 — $1,892,230,000 
• Annual sales for fiscal year 2014 — $1,884,557,000 

3. World Market —

• World market was acquired in 2012 by Bed Bath and Beyond.
• The parent company doesn't release individual sales data of its subsidiaries. All the sales data is consolidated into the total sales.

RESEARCH STRATEGY —

Overview

• Tuesday Morning is part of Tuesday Morning Corp. They spent about $100 million on print and digital advertising in 2018.
• Athome total marketing and advertising expenses were approximately $24.3 million, $17.4 million, and $12.4 million for the fiscal years ended January 27, 2018, January 28, 2017, and January 30, 2016, respectively.
• Bedbathandbeyond Net advertising costs amounted to $463.2 million, $444.4 million, and $381.1 million for fiscal 2018, 2017, and 2016, respectively.

Tuesday Morning

• Tuesday Morning invested in premium ad units and advertised on 50 different media properties last year across multiple media formats. Tuesday Morning last advertised a new product in August 2018.
• Decreased Spending YoY: Tuesday Morning recently bought a Spread print ad.
• Advertising: Costs for direct mail, television, radio, newspaper, digital and other media are expensed as the advertised events take place. Advertising expenses for the fiscal years ended June 30, 2018, 2017, and 2016 were $27.2 million, $29.0 million, and $28.9 million, respectively.
• As of June 30, 2018, prepaid advertising was approximately $60,000 compared to $149,000 on June 30, 2017.

Athome

• Athome increased its marketing and advertising spend in recent years to improve its brand awareness. Athome reinvigorated its marketing efforts, increasing spend from nearly zero in the fiscal year 2013 to approximately 2.0% of net sales in the fiscal year 2016, approximately 2.5% of net sales in the fiscal year 2017 and approximately 2.7% of net sales in the fiscal year 2018.
• Athome spent over $20 million in capital and expenses in connection with its rebranding initiative during the fiscal year 2015 and may need to incur additional expenses to promote new brands.
• Total marketing and advertising expenses were $24.3 million for the fiscal year ended January 27, 2018, compared to $17.4 million for the fiscal year ended January 28, 2017, which gives an increase of $6.9 million or 39.5%.
• The increase was driven by Athome's efforts to continue to build brand awareness. Store pre-opening costs include additional marketing and advertising expenses of $1.7 million and $2.0 million for the fiscal years ended January 27, 2018, and January 28, 2017, respectively. In the fiscal year 2018, the company expanded its marketing and advertising spend to 2.7% of net sales, up from 2.5% of net sales in the fiscal year 2017.

Bedbathandbeyond

• While considering prior fiscal 2018, expenses associated with direct response advertising was expensed over the period in which the sales were expected to occur, generally five to eight weeks.
• Regarding post fiscal 2018, due to the adoption of ASU 2014-09, advertising expense related to direct response advertising are expensed on the first day of the direct response advertising event.

AVERAGE ANNUAL SPEND FOR TJX COMPANIES (HOME GOODS, HOMESENSE, T.J.MAXX, MARSHALLS)

• The TJX Companies, Inc. is the parent company of HomeSense and HomeGoods, along with T.J. Maxx and Marshalls (Marmaxx) in the United States, as well as Sierra, and other companies worldwide.
• Regarding TJX's advertising efforts, expenses for direct mail, television, radio, newspaper, digital, and other media are expensed as the advertised events take place. Its advertising expenses for the 2019 fiscal year (Feb 4th, 2018-Feb 2nd, 2019) amounted to $446.3million, $412.4 million for fiscal 2018 and, $402.6 million for fiscal 2017.
• TJX Companies, Inc., regularly uses premium ad units, and in 2018, the company advertised on more than 250 distinct media properties through numerous media formats.
• Its advertising is primarily centered on supporting its retail banners as opposed to each product. Oftentimes, the company promotes various banners at once, contributing to a continuously low advertising budget in comparison to several traditional retailers.

Research Strategy:

• The average annual media spend for Burlington is $77.1 million.
• This amount mainly consists of spending on TV, direct mail, and digital advertisements.

• Pier1's average annual media spend is $99.6 million.
• This cost includes "event and seasonal mailers, radio, newspaper, television, and digital advertising."

• Bed, Bath, and Beyond, the parent company of World Market Cost Plus, has an average annual media spend of $463.2 million.
• The cost includes spending in digital media and other advertising channels.

RESEARCH STRATEGY

FINANCIAL PERFORMANCE- FINANCIAL REPORTS

• Tuesday Morning announced its third-quarter fiscal 2019 results.
• The aftermath of this financial release was discussed on August 7, 2019, by Riverton Roll.  
• Tuesday Morning announced its fourth quarter and fiscal 2018 results.
• On August 8, 2019, Tuesday Morning announced that it would hold a press conference on August 22nd to release the company's financial results.  
• Tuesday Morning Corporation was able to amass $210 million in revenue according to the last quarter earnings published on June 30, 2019.
• On August 23, 2019, Globalist analyzed the balance sheet health of the company, including its revenue growth potential.

MARKET PERFORMANCE- STOCKS, SHARES, AND MARKET INFORMATION.

• On September 6, 2019, Reuters published Tuesday Morning's stocks.
• On January 31, 2019, the Q2 earnings report revealed that Tuesday Morning's shares cost $0.29 each. 
• When the Q3 report was released on May 7, 2019, the shares were priced at $1.8 per share.  
• Tuesday Morning's shares have a sensitivity of 1.75 to the overall market volatility.
• This means that they are likely to rise in times of greed and sell-off in times of fear.
• Tuesday Morning's CEO purchased 90,000 of the business' stock on August 30, 2019.
• The CEO now owns 1,750,325 shares in the company, valued at $2,520,468.

STORES- NEW STORES, CLOSED STORES, AND RELOCATED STORES

• Tuesday Morning is expected to open a new store in Victoria in Fall 2019.
• Tuesday Morning is returning to Jonesboro.
• In 2018, Tuesday Morning closed its store in Douglasville.
• In February 2020, Tuesday Morning will relocate from 901 S. I-35, Georgetown, to 1103 Rivery Blvd., Georgetown.

ANALYSIS- REVIEWS, RATINGS, AND COMPETITION

• Some of Tuesday Morning's competitors are Hillman Group Capital, Hudson Ltd, and Target.
•  Globalist compared Capital One Financial Corporation and Tuesday Morning by analyzing their growth, profitability, risk, return, valuation characteristics, analyst ratings, and sentimental signals.
•  Manufacturing News did a volume analysis, volatility analysis, trend analysis, and momentum analysis of both Ollie's Bargain Outlet Holdings and Tuesday Morning to compare their performance.

RESEARCH STRATEGY

Investment

• From the very first press article found on At Home until the most up-to-date article, one of the most discussed topics is the investment potential of At Home.
•  Barron’s magazine featured an article in October 2018 which pointed out that because of the fall in the share price of At Home, investors should purchase its stock while the prices are low.
• In July 2019, Seeking Alpha recommended At Home shares because of its low price, Amazon-proof treasure and rising profits.
• In September 2019, the investment potential was again highlighted when Furniture Today reported that At Home's profits had risen by 18.7% in the second quarter.
• The Tech News Observer reported in September 2019 that a major shareholder in At Home had purchased another 43,044 shares. A major shareholder is anyone who owns 10% or more shares in a company on the New York Stock Exchange.
• In September 2019, the Wallet Investor described At Home shares as an excellent long-term investment.

Share Prices

• Equally well discussed is the rise and fall of At Home shares.
• In October 2018, Barron’s magazine pointed out that At Home shares had fallen because of the recessionary environment.
• In April 2019, the Motley fool reported that At Home shares soared 31.5% because of the company exploring the possibility of selling.
• TheStreet pointed out in June 2019, that year-on-year At Home share prices were down 78% due to the threat of a trade war with China.
• In September 2019, the Wallet Investor pointed out that the trading range in the next 14 days was between $6.705 and $8.123. Please note, this was the reported trading range at the time of writing the brief.

Potential Sale

• Another widely reported topic is the potential of At Home being acquired. This was discussed in April 2019.
• The possibility of a potential sale was supported by Milwaukee Business Journal’s article on Kohl’s interest in buying At Home in May 2019.

E-Commerce and Marketing

• Several articles focused on At Home’s desire to expand into the e-commerce arena.
• Similarly, a number of articles highlighted the fact that the store did not market itself well to its customers and investors. A September 2019 article pointed out that in fact it only had a 17% brand awareness.

Store Expansion

• In August 2019, Seeking Alpha released an article on At Home’s store expansion plan. The article pointed out that their plans were on track. The stores’ expansion plan is another frequently reported topic of interest in the company.
• In September 2019, "The Dallas Morning News" reported that At Home had slowed down on its expansion plans due to its rising interest in e-commerce and sliding stock prices.

BED BATH & BEYOND MOST DISCUSSED TOPICS IN THE PRESS OVER THE PAST 18 MONTHS

• Bed Bath & Beyond hired Goldman Sachs due to the pressure from its activist investors to evaluate potential offers for the company's core businesses.
• Various reports revealed a significant drop in Bed Bath & Beyond shares over the last 12 months, with shares of the company falling more than 50%.
• Also, Bed Bath & Beyond closed some of its stores that are underperforming and also relocate some stores.
• As a result of the Bed Bath & Beyond's decline in profits and slow growth, the company planned to expand its use of dynamic pricing technology to improve its operations.
• Various reports also revealed that the company intended to take advantage of its more than 1,500 stores as an avenue for cutting advertising costs.
• Bed Bath & Beyond invested on various initiative programs to drive traffic to its stores such as loyalty programs, free shipping, acquisitions, and many other online and offline initiatives.
• This company also invested in technology for a personalized retail experience to improve its omnichannel future.
• Also, Bed, Bath & Beyond spent around 40% of its capital expenditure on technology-related projects to boost its digital capabilities.
• Due to the company's poor earnings, Bed Bath & Beyond was pressurized by its activist investors which include, the Legion Partners Asset Management, Macellum Advisors, and Ancora Advisors. This led to the replacement of the company's board and management.
• In 2019, the company long-serving CEO (Steven Temares) resigned which paved the way for a new management team to take charge.
• Various reports also revealed that the company reduced its corporate workforce and embarked on the realignment of its store management structure.

RESEARCH STRATEGY

MOST DISCUSSED TOPICS

• In August 2018, Home Textiles Today wrote that Burlington is seeing a positive trend in its customers' base and that is encouraging them to open more stores.
• The paper also stated that Toys ‘R’ Us bankruptcy opened a lot of real estate opportunities which led to Burlington acquiring three former TRU locations as well as evaluate the idea of acquiring more locations.
• Nasdaq also reported that Burlington has been quite rational when it comes to opening more stores but as a result of doing quite well on the revenue front in 2018, the company has been focusing on store expansion.
•  Community Impact Newspaper and Daily Bulletin are some of the press that reported Burlington opening new stores in Round Rock, Upland, Rialto, and Porter Ranch among other places.
• In August 2018, MarketWatch recorded that Burlington's shares slumped after the retailer reported fiscal second-quarter earnings that beat expectations.
• Burlington store, through its partnership with AdoptAClassroom.org surprised teachers at Brockton’s Raymond School with a check worth $10,000 due to the fact that teachers spend a lot of their time and money in their classrooms.
• The retailer also donated another check of $10,000 to teachers in Germain Academy so that they can be able to provide supplies in their classrooms.
• There were also a couple of articles from Business Insider talking of how they shopped at places like Kohl and TJ Maxx in comparison to Burlington to compare which store is the best and Burlington lost mainly because of arrangement and space.
• Most papers such as Globe Newswire and Nasdaq reported on Burlington's first quarter of the fiscal year 2019 and noted that while the retailer did well, it also did not meet the expectations.
• Because of how well Burlington has been doing mostly because of the steady expansion, companies such as Shellback Capital LP, Scopus Asset Management LP, and Samlyn Capital have been increasing their stake at the retailer by buying more shares.
• However, there are also reports of some companies reducing their share stakes at Burlington like Braun Stacey Associates and this comes off as strange given how good the retailer is progressing.
• This could be attributed to the fact that some analysts like Seeking Alpha and DFS News reported that the store's shares come with higher risks.
• Additionally, The Motley Fool in April 2019 reported that Burlington shares plunged by 16% strong sales growth in the past years.

1. HomeGoods

Neither Positive nor Negative

• Subsidiary of TJX, HomeGoods, will hold a grand opening from 8 AM to 8 PM on Sunday at its new store in the Escondido Valley Center.
• Ribbon-cutting will be at 7.45 AM and store management will be presenting a donation to the Center for Community Solutions.

Positive

• HomeGoods Division of The TJX Companies Inc. likes to spend $160 million to build a 1.2 million-square-foot warehouse and distribution center on 290 acres near the General Motors plant here.
• This aforesaid project would result in the creation of 1,000 jobs and an annual payroll of “$27 million to $30 million,” said Mayor Arno Hill.
•  Lehigh Valley shoppers looking to spruce up their homes on a budget will soon have another option for furnishings. New HomeGoods store is expected to open in May alongside the existing T.J. Maxx in the Bethlehem Square shopping center at 3926 Linden St.
• Companies HomeGoods and Marshalls will open Thursday in Conroe's 336 Marketplace in the Grand Central Park community. Two stores occupy 42,000 square feet in the regional shopping center at the southwest corner of Interstate 45 and South Loop 336. The sister stores are part of TJX Cos.
•  Mark Walker, vice president of real estate for HomeGoods, a subsidiary of TJX Companies Inc., outlining the city’s incentive package to lure the 1.2-million-square-foot warehouse.
• HomeGoods will be the latest national retailer to grace the Twin Falls shopping scene as the store opens June 24 at the Canyon Park East shopping center. Store will be the second in Idaho for HomeGoods. It has had a store in Boise since 2009. HomeGoods has more than 650 stores.
• TJX's new 1.2-million square-foot distribution center for its HomeGoods chain in Lordstown, Ohio, could be TJX's largest by physical size. The $170-million facility will employ more than 1,000 workers and ship to more than 300 stores, according to the Youngstown/Warren Regional Chamber.

2. HomeSense

Positive

•  Empty Yonkers Pathmark may get Marshalls, Homesense stores. The Marshalls-Homesense proposal is the latest idea pitched for the former supermarket which sits in the back of an otherwise bustling strip mall that includes Best Buy, Burlington Coat Factory, PetSmart, and the Alamo cinema.
• MFADirect has now extended themselves to home care products too. Under the umbrella of Homesense, a fruit and vegetable wash has been launched. It is an amazing product to keep you and your family away from harmful germs and bacteria.

3. T.J. Maxx

Positive

• TJX, the parent company of discount department store chains Marshalls, HomeGoods, and TJ Maxx, had a very good holiday season, beating out analyst estimates for holiday quarter same-store sales.
• During the holiday quarter, Massachusetts-based TJX raised its quarterly dividend by 25 percent to $0.39 per share, reporting that it would repurchase about $2.5 billion to $3 billion worth of its shares this fiscal year".
• TJX Companies (NYSE: TJX), which owns off-price stores T.J. Maxx, Marshalls, HomeGoods, HomeSense, and Sierra Trading Post, has benefited from the "retail apocalypse" by gobbling up struggling retailers' inventories at rock-bottom prices and selling them to consumers at lower prices than Amazon.
• TJX accomplishes this by leveraging its scale to buy goods from more than 21,000 vendors in over 100 countries.
• The retailer showed strong gains in loyalty leadership in the latest Brand Keys 2018 Loyalty Leaders report. The TJX Companies, which operates T.J. Maxx, Marshalls, Home Goods and others, reported a net sales increase of 12% to $9.8 billion for Q3 2018, with comp sales rising 7% year-over-year.
• The increase was driven by "strong customer traffic," according to the company, with same-store sales up across brands, including 9% at the company's Marmaxx operations, which includes T.J. Maxx.
• The TJX Companies, Inc. (NYSE:TJX), the leading off-price retailer of apparel and home fashions in the U.S. and worldwide, today announced that its Board of Directors has raised the amount of its quarterly dividend by 25% from the last dividend paid. The Board declared a regular quarterly dividend in the amount of $0.39 per share, payable June 7, 2018, to shareholders of record on May 17, 2018.

Negative

• "Losing out on a potential 1,000 jobs would be a hell of a missed opportunity for the Mahoning Valley,” U.S. Rep. Tim Ryan said.
• "Mayor Arno Hill defended the village’s efforts in support of the TJX Companies Inc. and its proposed $160 million distribution center, following searing criticism from Anthony Cafaro Jr., co-president of the Cafaro Co. in Niles, that essentially called village officials cowards".
• Retailer TJX could see a 15% drop in earnings due to tariffs it if doesn't raise prices, according to a new report.

4. Marshalls

Positive

• Marshalls had a very good holiday season, beating out analyst estimates for holiday quarter same-store sales.
• HomeGoods and Marshalls will open on Thursday in Conroe's 336 Marketplace in the Grand Central Park community.
• As per marketingdive, Marshalls increased its net sales.

MOST DISCUSSED TOPICS IN 2019

• During 2019, Pier 1 already closed 57 stores.
• Previously, they planned to close only 45 stores, but then they need to close more than 45.
• Now, it would close as many as 145 more stores in the fiscal year.
• Pier 1 has around 970 stores.
• Stocks keep plummeting and investors tend to keep away from Pier 1 stock and as the result of its store closures, NYSE and S&P said that Pier stock would be delisted soon.
• Pier 1 tried to calm the investors by the promise to do reverse stock split to avoid its shares being delisted from the New York Stock Exchange with ratio 1-for-20.
• The earning report was disappointing as the EPS down 209.52 %. Sales were down 16.81 % on a year-over-year basis. And over the last 52-week period, shares are down 80.71 %.
•  The poor performance has made rating company give a downgrade to Pier 1.
• Pier 1 Imports is a Texas-based home goods retailers with a rich brand history and loyal customer base, a good e-Commerce platform.

MOST DISCUSSED TOPICS IN 2018

• Discounts happened during 2018 several times ranges from 25% to 60% .
• Revenue dropped with net income of $15.1 million compared to $26.6 million in a fourth-quarter year-on-year.
•  The stock was traded as the price went down and many expectations laid on Pier 1 from analysts.
• Top directors such as CIO, CFO, and CEO were restructured with hope to change the company condition in a better way.
• The online store of Pier 1 showed good hope though it's still ranked at 120 from 500 online e-commerce.

MOST DISCUSSED TOPICS IN 2017

•  Product discounts had happened several times and became more intense in 2018.
• In 2017, Pier 1 stock plummeted.
•  Investors began to doubt Pier 1.
• In 2017, more debts were taken.
• Online sales grew by 23% year over year during the first quarter at Pier 1 to $99.3 million.

Cost Plus World Market's Launch of Exclusive Hello Kitty Merchandise

• To celebrate Hello Kitty’s 45th Anniversary and the fall of Omatsuri, the company launched the "Hello Kitty Collection from Sanrio in stores and online at www.worldmarket.com".
• The Omatsuri collection features the "global icon along with a few of her friends, including Badtz-Maru, Keroppi, and Chococat, exclusive to World Market."
• The collection includes trinket dishes, stationery, tote bags, plush toys, tabletop ceramics, food and drinks, and more.
• Fans had a chance to meet Hello Kitty at five in-store meets & greet events throughout August and September in select cities around the U.S.
• Also, customers could sample some of their favorite treats and have their name drawn in Japanese calligraphy by celebrated artist Kuniharu Yoshida. Calligraphy was free and limited to one per person.
• Each event was open to the public on first-come, first-served bases. 
• The collection includes a wide variety of products such as "sweet treats for the pantry, Korean sheet masks made with collagen, black tea, 24 karat gold flakes, and a bottle of special-edition Kikkoman soy sauce."

Cost Plus World Market's 60th Anniversary

• To celebrate World Market's 60th anniversary, the company rewarded one winner each day for 60 days with a "$1,000 World Market gift card that can be used to update and refresh their home for the upcoming home entertaining season." A grand prize winner receives a furnished Tiny Bungalow House and a $1,000 World Market gift card.
• The grand prize was be featured in World Market’s “Tiny Bungalow House Road Tour” that began in Austin, Texas on August 23, 2018, and ends in San Francisco on September 21, 2018. A custom-built cottage will travel across the U.S. with stops in Austin, New York City, Chicago, Los Angeles, and San Francisco. "The approximately 175-square-foot home will be furnished with the retailer’s furniture and decor that is ideally designed for small space living."

Cost Plus World Market's possible sale

• Under pressure from activist investors, Bed Bath & Beyond — the parent company of World Market — hired Goldman Sachs to evaluate potential offers for several of its core businesses.
• The Bed Bath & Beyond assets the company could choose to sell includes its Cost Plus World Market division.
• A former executive with the retailer, teaming up with a private equity firm, offered $250 million for the unit, which Bed Bath & Beyond bought in 2012 for $495 million. 
• Bed Bath & Beyond has been without a permanent CEO since Steven Temares was forced out earlier this year under pressure from an outside investor group.
• An unconfirmed publication reported that Steven Temares led a group to buy Cost Plus.

Cost Plus World Market recalls 2,300 daybeds

• Cost Plus World Market recalled about 2,300 daybeds when the U.S. Consumer Product Safety Commission ruled that the daybeds failed to meet the federal flammability standard for mattresses, which poses a fire hazard for consumers.
• The recall involves the Hartley Flip Daybeds, which come in a light gray fabric and double as a sofa. The SKU/UPC 535790/00000025357905 is printed on the UPC label attached to the underside of the units.
• The removable bottom cushion on the daybed failed to meet the federal flammability standard for mattresses, posing a fire hazard.

Golden Bell Scavenger Hunt event

• During the event, eight specially-marked golden bells would be hidden throughout the store. "Daily clues will be shared through social media, email, worldmarket.com and in stores. Customers who find a special golden bell will ring it in exchange for a reward coupon valued at $10, $20, $25 or $50 to be used for merchandise in stores."
• The total reward was over $1.8 million. 

New Stores and Closure of Old stores

• In November 2018, World Market opened its second Connecticut store in West Hartford’s Corbin’s Corner retail center at 1431 New Britain Ave. The store sells home furniture, decor, tabletop items, jewelry, pottery, gourmet food, and wine.
• In 2018, the company closed its promenade at Casa Grande. 
• World Market opened its relocated San Jose, California location on Thursday, March 7, 2019. The new store is located in Stevens Creek Central Shopping Center at 5164 Stevens Creek Boulevard.
• The San Jose store also hosted a raffle prize of a $250 World Market gift card twice a day throughout the weekend of its grand opening.
• World Market opened its fifth store in the San Diego, California market. The new Chula Vista store is located at Millenia Commons at 1640 Millenia Avenue.
• Along with twice-daily raffle prize of a $250 World Market gift card throughout the grand opening weekend, the first 100 shoppers at the Chula Vista store received a free reusable World Market tote bag.

THE OPENING OF WAYFAIR STORE IN FLORENCE

• Wayfair offers deeper deals as the online retailer opens its first brick and mortar location. 
• The outlet opening in Florence had its soft opening on December 7, 2018, for one of the company's first physical stores.
• It is located in the same building with one of Wayfair’s warehouses off of Houston Road.
• The outlet was selling Wayfair items that had been returned but are in good condition, as well as other discounted goods.
• Due to popular demand, this outlet was scheduled to operate again on December 21-22 and December 28-29, 2018.
• The outlet was permanently open for business on February 15, 2019, and applies the same method as its soft opening sale, which is selling returned items but is in good condition.
• Digiday reports that the opening of this outlet can make Wayfair recover more money from products that are returned and decrease delivery costs.

WAYFAIR TO OPEN ITS FIRST PERMANENT MALL STORE

• Wayfair is expanding its physical presence by opening its first permanent mall store at the Natick Mall in Natick, Massachusetts.
• They announced that they were opening their "first full-service retail store, the latest online brand to attempt to reach consumers by integrating the online and in-person shopping experiences" and amplify its online presence.
• According to Digiday, the move is part of a bigger strategy to test the waters of physical retail, assess offline customer traffic and habits, and drive additional traffic to its online store.
• The spokesperson of Wayfair said that the store launch in Boston’s Natick Mall fits alongside Wayfair’s other experiential marketing efforts.
• The physical store plan by Wayfair is a way to bring the brand to operate in a new format, and more closely resembles a traditional mall store where customers buy and return products inside stores, along with a delivery-to-home option.
• The store will showcase a wide variety of products such as decorative accents, decor, and housewares, as well as furniture for bedroom and living room, but no comment on how they will choose physical store inventory.

WAYFAIR SECOND WAY DAY SALE

• The first Way Day sale in 2018 generated the most sales ever on a single day for Wayfair.com.
• According to Digital Commerce 360, Wayfair had its second “Way Day” sale on April 10, 2019, and called it 'Yes Way'.
• Wayfair chose to hold the sale in spring because that’s when the home is top-of-mind for shoppers. 
• The second Way Day sales could be notably better than last year because the 2019 Way Day was 36 hours, 12 hours longer than in 2018, and it's two weeks earlier and ahead of Easter.
• The 2019 Way Day was also available in the U.K. and Germany. The annual sale was also more heavily advertised on TV with 900 commercial airings, versus 614 last year.
• Those efforts helped the retailer’s per-day revenue for the 2019 event to rise by 11%, orders, and customer volume increased by 9%, and the average order value grew by 5% compared with the sale in 2018.
• According to Edison, 37% of shoppers during 2019 Way Day made their first Wayfair.com purchase, a 10% point drop from a year earlier when 47% of Way Day shoppers were new to the site.
• During the two days, mobile and desktop visits to Wayfair.com rose 23.2% compared with the previous year’s sale.

THE WAYFAIR WALKOUT

• The Wayfair walkout in June 2019, raised over $200K furniture order to an immigration detention facility by Wayfair.
• The Wayfair walkout was the company's most discussed topic by many press media, including, Fox Business, Business Insider, Forbes, etc.
• Wayfair employees staged a walkout to protest the company’s decision to sell furniture for use in immigration detention facilities at the U.S. southern border.
• In light of this, the company's customers threatened to boycott Wayfair, according to Business Insider.
• Customers were posting on Twitter and the company’s Facebook page that they were prepared to boycott Wayfair.
• According to an internal memo published on Twitter, Wayfair refused the demands under the bases of respecting the diversity of thought within the organization and across their customer base and fulfilling all orders that were lawful in the interest of stakeholders, investors, customers, and employees.
• According to Business Insider, more than 500 Wayfair employees had signed a letter addressed to senior management which was asking Wayfair to cut off orders to BCFS and other contractors working with US Border Patrol.
• The Boston Globe reported that Wayfair’s leadership declined the letter’s request.

OTHER NOTABLE DISCUSSED TOPICS IN THE PRESS ABOUT WAYFAIR

• Wayfair declaration of its first Way Day sale in 2018.
• Wayfair 3D University to accelerate industry-wide innovation in visual merchandising.
• A lawsuit of Wayfair by its investors. 
• Wayfair attempt to compete with Amazon by launching its sponsored products.
• Wayfair UK advertising campaign with Lorraine Kelly as its brand ambassador.

Research Strategy:

TARGET RAISE ITS MINIMUM WAGE TO $13

• CNBC stated that Target increased its minimum wage by a dollar to $13 in June 2019 for all current and new employees and it wanted to hit $15 an hour by the end of 2020.
• The company discussed plans for this series of annual increases via an announcement in 2017, noting that it would raise the minimum wage from $10 to $15 over three years or until 2020.
• NBC News also reported in April that Target would raise the minimum wage to $13/hour and compared it with Walmart which was $11/hour at the time the news was published.
• NBS News notes this difference in salary is a way for Target to appeal to more employees since retailers, such as Target, have been finding it tougher to attract workers, with unemployment at its lowest level in nearly 50 years.
•  Reuters also reported Target's raise and commented that this is a good move to raise the minimum wage in a tight labor market so the company can get better reviews from employees.
• The raise has a positive effect on business. CNBC reported that Target's CEO, Brian Cornell, stated the raise garnered a great reaction for Target's offering and that the company was getting a great response from team members.

TARGET LAUNCHED SAME-DAY DELIVERY

• TechCrunch reported that Target made same-day delivery available on its website, which is powered by Shipt, the company that was acquired by Target in 2017.
• After the deal, Target began offering same-day delivery for grocery items and other day-to-day needs such as baby items and household products through Shipt.
•  The Verge also announced that Target's customers can order through its website noting that totals more than $35 get shipped for a flat fee of $9.99 (or for free if the customer is already a member of the shopping app Shipt).
• Shipt membership costs $99 per year; with Shipt, customers can place orders and pay for someone to pick up and deliver the orders same-day.
• Same-day delivery has a positive effect on business. People love the same-day delivery feature because it is more convenient and wasn’t offered before.

DISNEY AND TARGET TEAMING UP

• CNBC reported that in 2019 Disney put dozens of stores inside Target locations and vice versa; Target also opened a location at the Walt Disney World Resort.
• On October 4, Disney would have opened 25 Disney stores at certain Target stores across the country, such as Philadelphia, Denver, and Chicago.
•  Reuters added that Disney will also open an additional 40 sites by October next year and is slated to contain about 450 items from the company, with 100 of the products being ones that are typically only available at Disney World.
• Target said it would open a store at Flamingo Crossings Town Center in Florida by 2021. This store will be located at the western entrance of the Walt Disney World Resort.
• USA Today stated that Target and Disney are America's "favorite companies" and Disney customers want more Disney so they opened their stores in Target.
• This new partnership has a positive effect on business. Target is expected to get more people to drive to their stores and spend more money there. People who love Disney would come to Target more often.

Research Strategy:

1. TUESDAY MORNING'S KITCHEN DECOR FURNITURE — " SHOP " WITH ME 2019

• Date of release: April 29th 2019.
• Link: https://www.youtube.com/watch?v=6ZF3OjaCmns 
• The advert takes customers through shopping lists of kitchen decor. Some items on display include the Disney bowl.

2. TUESDAY MORNING'S SHOP WITH ME HOME DECOR IDEAS 2018

•  Date of release: 2018
• Link: https://www.youtube.com/watch?v=0ox_5uvoLwY 
• The advert/marketing campaign is on home furniture and decor, and kitchen ideas.

3. TUESDAY MORNING'S SPRING 2019 FURNITURE & DECOR

• Date of release: March 30, 2019. 
• Link: https://www.youtube.com/watch?v=Sm1wAnoaQxs 
• The marketer takes the audience through Tuesday Morning's furniture and their prices.

4. TUESDAY MORNING'S WEEKLY NEW ARRIVALS

• Date of release: September 7, 2019.
• Link: https://www.tuesdaymorning.com/ 
• The campaign provides information on Tuesday Morning's weekly new arrivals in the home decor section. Customer testimonials are featured as part of the adverts.

5. TUESDAY MORNING'S FLIERS

• Date of release: October 2017.
• The flier shows amazing deals and commodity prices.
• Link: https://weekly-ads.us/archive/tuesday-morning/10-2017 

6. TUESDAY MORNING'S WEEKLY AD

• Link: https://www.weeklyadsale.com/tuesday-morning/ 
• The ad requests potential customers to browse through Tuesday Morning's weekly ad, from September 1 through September 7, 2019. According to the ad, there are limited-time savings on sheet sets, bags & luggage, rocking chairs, garden statues, outdoor furniture, glaze clay planters, and kitchenware.
• Some offers given on the advert include the perks program for newbies. Upon signing up, newbies get $10 off a $50 purchase, just for signing up (when shopping with card), and for everything that they buy online or in-store, they can take advantage of an extended 60-day return policy.

7. TUESDAY MORNING'S ADS FROM 08/25 THROUGH 09/02/2019

• Link: https://frequent-ads.com/tuesday-morning/tuesday-morning-weekly-ad-3boChgFYwu-0 
• The advert provides a list of items offered by Tuesday Morning, and the special offers available for each.

8. TUESDAY MORNING'S ADS FROM 08/14 THROUGH 08/21/2019

• Link: https://frequent-ads.com/tuesday-morning/tuesday-morning-weekly-ad-m567ZZsBc7-0 
• The advert provides a list of items offered by Tuesday Morning, and the special offers available for each.

9. TUESDAY MORNING'S ADS FROM 08/22 THROUGH 08/29/2019

• Link: https://frequent-ads.com/tuesday-morning/tuesday-morning-weekly-ad-oml3xCFV6R-0 
• The advert provides a list of items offered by Tuesday Morning, and the special offers available for each.

10. TUESDAY MORNING'S ADS FROM 06/22 THROUGH 06/28/2019

• Link: https://frequent-ads.com/tuesday-morning/tuesday-morning-weekly-ad-fGtqvilqKS-0 
• The advert provides a list of items and the offers attached to each item.

TELEVISION MARKETING

• 'Perfect One Rugs': www.ispot.tv/ad/IsL2/at-home-perfect-one-rugs
• 'Perfect Piece of Art': https://www.ispot.tv/ad/Isk7/at-home-perfect-piece-of-art
• 'Perfect One: Lamp': https://www.ispot.tv/ad/IWez/at-home-perfect-one-lamp
• 'Refresh, On Repeat Living Room': https://www.ispot.tv/ad/wh5l/at-home-refresh-on-repeat-living-room
• 'Refresh, Repeat Patio': https://www.ispot.tv/ad/wh53/at-home-refresh-on-repeat-patio
• 'Perfect One: Pillows': https://www.ispot.tv/ad/IswQ/at-home-perfect-one-pillows
• 'Perfect One: Barstool': https://www.ispot.tv/ad/IsA3/at-home-perfect-one-barstool
• 'Perfect One Patio Chairs': https://www.ispot.tv/ad/IuM4/at-home-perfect-one-patio-chairs

WEB MARKETING

YouTube

• Shanty2Chic Milo Headboard: https://www.youtube.com/watch?v=iPNYO0hf7m8 
• Pressed Tin and Wooden Storage Cabinet: https://www.youtube.com/watch?v=pq-jYoBX_A0 
• Shanty2Chic At Home: https://www.youtube.com/watch?v=lMWzfvtwRlI 
• Shanty2Chic Thin Rustic Frame: https://www.youtube.com/watch?v=w6j1uXkzIqg 

Twitter

• Country Blues collection Link: https://twitter.com/AtHomeStores/status/1169777404048551936
• "The perfect rug in your favorite style!": https://twitter.com/AtHomeStores/status/1169241280683139079
• "Labor Day Rug Event! Save up to 40% off all Rugs": https://twitter.com/AtHomeStores/status/1167429372137168897
• "Blank walls begone!": https://twitter.com/AtHomeStores/status/1164579270812942336

Pinterest

• The company regularly posts various promotions: https://www.pinterest.com/athomestores/  

Instagram

• At Home regularly posts promotions and advertisements: https://www.instagram.com/athomestores/

Official Website

• Labour Day Rug event: https://www.athome.com/rugs/ 

Research Strategy:

WEB MARKETING

• Bed Bath & Beyond has a dedicated web page for its home decor items. The page highlights a featured categories section that includes rugs, doormats, lighting, candles, decorative accessories, furniture slipcovers, fireplaces, and holiday decor items.
• The page features details of the online interior design service that the company has teamed up with and promotes its services with headers that say "Need Help Decorating?". The page also offers a coupon code(MYHOME) that the customer can use to save 30% on its purchase.
• The Instagram page of Bed Bath & Beyond comprises a featured stories section for "Home Decor" that has published stories to promote the company's favorite home decor items.
• On April 17, 2019, the company published an Instagram post of its unique-styled art prints to promote its home-decor exclusive art collection for the national decorating month. For promotion, it used the hashtag #nationaldecoratingmonth and used the theme "art for every style". The post categorized the art prints as 'Global for the Traveler', 'Industrial for the Minimalist' and 'Abstract for the Modernist'.
• On March 20, 2019, the company tweeted "Spring celebrations are an excuse to decorate your table with rosy hues and nods to nature" with a picture that featured its table decor items. The post also included a link to a blog post that is now inactive.
• On December 7, 2018, the company tweeted "Time to decorate for #Christmas". The tweet included a picture of a decorated Christmas tree surrounded by Bed Bath and Beyond's holiday decor items and a table with its table decor items. The tweet also included the caption "Here are five looks we love" with a link to a blog post that is currently inactive.

VIDEO ADVERTISING

• On April 24, 2018, the company published a YouTube video to promote its home decor items that are used on a console table. The video gave tips to viewers on how to decorate a console table. The video featured Jessica McCarthy, the creative director of the interior design service 'Decorist' giving tips on the items that can be used on a console table as decors. In the one-minute video, she advised the viewers on how to use a rug to define the space, ways to using a decorative box and how to add candlesticks and other decorative accessories on the console table.

• On August 21, 2019, the company published a video on Facebook to promote its UGG Collection of Home Decor items. The video was based on the theme "Your Space, Your Style" and included the caption "First Apartment Decorators: Take a few style pointers from the latest UGG collection". The post also featured a link to shop its UGG Collection of Home Decor items.
• On April 2, 2018, the company published a YouTube video on the three ways to make your bed better. The video featured the cozy-casual bed, the hotel style bed, and the modern-chic bed and promoted the use of the Bed Bath and Beyond's home decor items such as blankets, throws, throw pillows, and vases.

• On June 19, 2019, the company published a video on its website featuring its bath rug collection. The video gave details of the material used, the manufacturing process, and the design and hues of the rug. The video promoted that the rug offers "casual comfortable coastal living", is machine-washable, is skid-resistant and is a decor item that will add a cohesive look to a beach resort.
• With the campaign Offline Shopping, the company drove traffic to the brick-and-mortar stores by promoting this video on YouTube, Facebook, and Instagram. In the video, a woman asks items for decorating her home to an employee of Bed Bath and Beyond, who highlights the perks of buying items in a brick-and-mortar store. The video pokes fun at the customers' obsession with online shopping and highlights the in-store personalized customer service experience. The campaign was expected to drive sales of in-store home-decor items.

WEBSITE/SOCIAL MEDIA MARKETING

• Burlington has a webpage dedicated to its home decor items. This page promotes items such as frames, candles & scents, wall art, throw pillows, blankets & throws, accent furniture, curtains, storage furniture, rugs, lighting, and clocks. It also featured digital posters that say “hurry into stores to save big on our full assortment of floor-to-ceiling looks” and “free shipping on orders $75+.”
• On May 22, 2018, Burlington tweeted “Love the beach? Well bring that seaside vibe to your home with these 4 easy tips – read on!” The picture that accompanied the tweet featured blue furniture, a wall art that says “let the sea set you free,” and other seaside-inspired items. The link provided in the tweet directs consumers to a blog post that is currently inactive.
• On February 12, 2019, the company published a post on Instagram to promote its pillows. The post included the text “between us, these Valentine’s pillows are meant 4 U.” The picture that accompanied the post featured pillows with the words “love you to the moon and back” and “Happy Valentine’s Day.”
• On May 16, 2019, Burlington published an Instagram post to promote its feminine home decor items. The post included the text “bring some whimsy to your bedroom!” The picture that accompanied the post featured pink blankets, a wall art that says “the future is female,” and other items.
• On May 31, 2019, the company tweeted “add a splash of spring to your home!” The picture that accompanied the tweet included a wall art that featured a pot of roses, a table lamp, and other spring-inspired items. The link provided in the tweet directs consumers to Burlington’s main page for its home items.

VIDEO ADVERTISING

• On September 22, 2017, Burlington published a video on Facebook to promote its fall-inspired home items. At around the four-minute mark, the host can be seen showcasing pillows in “typical fall colors.” She then proceeded to another side of the room to promote items such as candles and wall art at around the seven-minute mark.
• On October 19, 2017, the company posted a video on Facebook called “Style Showdown: $50 Fall Home Challenge.” The fall-inspired home decor items bought by the “contestants” include blankets, pillows, and candles. The video ended with the host saying that the items are available in the stores for up to 65% off.
• On June 29, 2018, Burlington published a video on YouTube called “Summer Home Must-Haves 2018 with Jackie Miranne | Burlington’s 60 Seconds of Style.” The home decor items featured in the video include pillows, a storage bench, and wall art. Miranne is a “TV host, style expert, blogger, and model, and Burlington’s Style Finder.”
• On November 9, 2018, the company posted a video on Facebook to promote its holiday-inspired home items. At around the 1 minute 50 seconds mark, the host Aunyéa Lachelle can be seen talking about an artificial candle available at Burlington stores. Lachelle is currently the host of Philly Live.
• On January 25, 2019, Burlington published a video on Facebook that featured Lachelle promoting its spring-inspired home items. The home decor items mentioned in the video include rugs, pillows, lamps, and wall art. The video ended with Lachelle encouraging viewers to follow Burlington and herself on social media.

HOME GOODS

• 2019 TV Advertisement: "Go Finding: Decorating."
• 2019 TV Advertisement: "Mother's Day: Outdoor."
• 2019 Web Advertisement: "Go Find Creative Gifting Ideas"
• 2019 Marketing Materials on Instagram "Let's Stay Home."

HOME SENSE

• 2018 TV Advertisement "HomeSense – ‘Love’ Brand Launch."
• 2019 Instagram: marketing materials using home decor items such as antique vases.

TJ MAXX

• 2019 TV Advertisement: "It’s Not Shopping, It’s Maximizing."
• 2018 TV Advertisement: "'NBC: Sisters'' Home Decor for Sisters."
• 2019 Instagram: marketing materials using the "Win Everything Inside" contest where contestants guess the price of home decor items.

MARSHALLS

• TV Advertisement: "Ready' Song by Tiggs Da Author"
• 2019 Instagram: marketing materials using the phrase "Bring Home a Lil Love."
• 2019 Instagram: marketing materials using home decor items such as table settings from Marshalls.

TELEVISION ADVERTISING

•  This 2019 TV commercial by Pier 1 features a 20% off promotion on dining tables and seating.

• The ad shows a family setting the table to enjoy their meal. Pier 1 conveys to its audience that the color of this dinner table is Calm Eucalyptus, but the style and seating choice is theirs. Pier 1 invites customers to visit its stores to "style their mood" with 20% off on dining tables and seating.

• According to iSpot TV, this ad has 269 national airings and an engagement rating of 5.1.

•  This 2019 TV commercial by Pier 1 features a 20% off promotion on all living room furniture.

• The ad shows a family playing Jenga and enjoying snacks in their cozy living room that is furnished with the energetic ocher-colored pieces from Pier 1 Imports. Pier 1 in their ad conveys that "the color of the moment is energetic ocher, but the style is yours" and invites customers to visit its stores and website to avail a 20% discount on all living room furniture.

• According to iSpot TV, this ad has 431 national airings and an engagement rating of 8.3.

•  This 2019 TV commercial by Pier 1 features a 40% off promotion on all outdoor items from Pier 1 imports.

• The ad shows a mom decorating her outdoor space with lots of items from Pier 1. Pier 1 in their ad conveys that "summer is heating up" and invites customers to enjoy up to 40% discount on all outdoor items at Pier 1 stores and website.

•  This 2019 TV commercial by Pier 1 features a 25% off promotion on all dining furniture and tabletops.

• The ad shows a mother and daughter upgrading their dining room with "flair and color with items from Pier 1 to reflect the Spring season."

• According to iSpot TV, this ad has 273 national airings and an engagement rating of 4.2.

•  This TVC from December 2018 features a teacher who is extremely happy to receive a gift from her student.

• Pier 1 offers "thousands of gifts under $25 for everyone."

•  This 2018 TV commercial by Pier 1 features its "This is me" messaging campaign.

• In this awe-inspiring ad, Pier 1 conveys that home is "not four walls and an address, it's you and the things inside you". "Concrete glass, bricks, and mortar don't make your home, you do. So fill it with the things that make it say, this place right here, this is me!"

WEB MARKETING

• Pier 1 imports have used Carousel and video ads on Facebook in an attempt to reach and attract more holiday shoppers and increase in-store product sales. This turned out to be a huge success as Pier 1 reported 14 times overall return on ad spend and a 5% increase in in-store traffic.

• An example of Pier 1 imports' Facebook advertising can be found here and in this document.

• An example of a desktop banner ad featuring Mother's Day can be found here and in this document.

• This ad was active from 23 April 2019 to 5 May 2019 and shows a boy sitting with her mother.

• This standard — HTML5 flash/animated desktop banner ad by Pier 1 imports was active from 9-28 October 2018.

• The ad features a 20% off on "All Pumpkins" and a free shipping offer on orders over $49.

•  This animated landing page display ad was active from 2-3 September 2018.

• The ad features a Labor Day offer to save $100 on buying Pier 1 items worth $500.

•  This animated landing page display ad was active from 11 August to 4 October 2018

• The ad features three promotions for pillows, candles, and napkins.

• This animated display ad was active on 27 November 2018.

• The ad features a Cyber Monday Sale, "buy one, get one" on mugs and mules.

• This standard image/static landing page display ad was active on 24 July 2019.

• The ad features an up to 50% off summer clearance sale.

•  This standard image/static landing page display ad was active from 19 April 2019 to 4 May 2019.

• The ad invites viewers to check out the new spring arrivals at Pier 1 imports.

VIDEO ADVERTISEMENTS

•  This TV commercial is about Cost Plus World Market having everything for a Holiday party including pillows to relax afterward.

• Cost Plus World Market says that it has holiday ornaments for everyone in this commercial and uses a catchy tagline "Gift Thoughtfully".

•  This video features a reversible Rio Mat rug as one of many ways World Market suggests to make summer even better and uses "plus it up" as a tagline.

• In this video, Nicole Curtis, a design expert, talks about how much she loves outdoor rugs, pillows and other items that can be bought at the Cost Plus World Market at "more than affordable" prices.

•  Brandi Milloy, a lifestyle expert, describes some affordable World Market home decor items in this video.

•  This video features Katherine Heigl talking about how she used "boho-style furniture", rugs and other home decor items from World Market to transform her home office.

SOCIAL MEDIA ADVERTISEMENTS

• World Market offered free shipping and a 20% reward for orders over $75.
• They also advertised pillows in July 2019 and offered a 25% discount by using a promo code.

• Cost Plus World Market advertised a sale of up to 50% off on home decor items.

• World Market is advertising various home decor items and also features how Jenn, a lifestyle blogger, used World Market products to transform her bedroom into an office.

• World Market is advertising home decor items featuring Jenn from "Haute Off The Rack" and how she used unique items to transform her workspace.

PRINT ADVERTISEMENTS

• Home decor items were advertised on Black Friday in 2018, for example, two candles were offered for the price of one.

OUT-OF-HOME ADVERTISEMENTS

• BarrettSF launched a marketing campaign "Designed for Summer" for Cost Plus World Market and created "16 unique visual concepts" for their outdoor collection with "similar-looking summer objects".

OTHER EXAMPLES

• This document provides some other creative examples of advertising posted on World Market social media channels.

TELEVISION ADVERTISEMENTS

•  This TV commercial is about Wayfair's huge collection of home decor items which make home decor easy, fun, and exciting.

•  This TV commercial features Wayfair's Christmas home decor products with a catchy tagline, "You've got Wayfair this holiday".

•  This TV commercial features the April 10th Way Day sale with up to 80% off on furniture, decor, and several more items, free shipping, and flash deals.

• This huge 36-hour sale was also published in USA Today which declared the sale to be in direct competition with the Amazon Prime Day and Black Friday sale.

• The HGTV dream home is a mountain home designed with rustic colors inspired from both nature and modern design. All home decor and furniture items featured in the ad can be bought from Wayfair.

•  This commercial highlights the fast and free shipping service provided by Wayfair.

• In March 2019, Wayfair started an ad campaign with ITV host and brand ambassador, Lorraine Kelly. Lorraine starred in two commercials which were aired throughout the UK and featured Wayfair's affordable and unique home decor collection.

• These TV commercials were also posted on Wayfair's Facebook page.

WEB ADVERTISEMENTS

• In 2019, Wayfair partnered with Home for Our Troops (HFOP) to furnish the homes built by HFOT for veterans. Wayfair has raised $200,000 for this cause and the fundraising activity is still live on Wayfair's website.

• Wayfair's sales and deals are also advertised on the website of USA Today. One of the latest sale advertised in USA Today features an up to 65% off on outdoor seating, lawn decor, and outdoor dining items.

• The HuffPost has published a list of Wayfair's best products to buy in the 3-day Summer sale.

• From November 2018 to January 2019, Wayfair opened two pop-up stores on the East Coast to increase its sales. One of the pop-up stores was also advertised on Wayfair's Twitter account.

• Wayfair has published its labor day clearance sale of up to 75% off on its Twitter account.

Target Website

• Target is advertising and marketing home decor fall colors on their website.
• They are advertising and marketing a modern category of home decor on their website that is unique "for every moment of life".
• On their website, they advertise and market kids' home decor that promises "big decorating ideas for your little ones".
• They also advertise and market a farmhouse and country category of home decor on their website that is "cozy and comfy".
• The website also advertises a luxury and glam category of home decor that is "sumptuous, feminine, & dramatic."

YouTube Channel

• On YouTube, they advertised and marketed bedroom home decor with Emily Henderson last year on their YouTube channel.
• They also advertised and marketed Project 62 that was still a new line of home decor in October 2017 on their YouTube channel.

Instagram

• Target is advertising and marketing the Opalhouse and Project 62 lines of home decor on Instagram.

Facebook

• Target advertised and marketed their Hearth & Hand with Magnolia line of home decor last month on their Facebook page.

Twitter

• Target advertised and marketed a weekend sale on home decor last year on their Twitter page.

Research Strategy