The Check is in the Mail

Do you realize that this spring/summer, nearly everyone of your neighbors is going to get some extra cash in the mail? What are you doing to make sure they spend that extra money with you?

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Retailers Competing for Share of Rebate Checks

When those economic stimulus rebate checks start showing up in American mailboxes sometime next month, retailers and brand manufacturers want to make sure consumers know just where they can go to start spending the proceeds.

According to an AdAge.com

Sony's campaign encourages consumers to "Turn your 1040 into a Sony 1080p." The Internal Revenue Service is determining the amount of rebates to send consumers based on their tax (1040) returns.

Home Depot is looking to get consumers thinking of turning their newfound greenbacks into purchasing a wide variety of green products available in the company's stores and website.

The home improvement retailer has come out to support House Resolution 987, a bill introduced by U.S. Rep. Brian Baird (D-Wash.) that encourages consumers to spend their rebates purchasing energy-efficient products and services.

In an email to Ad Age, an unidentified Home Depot spokesperson wrote, "We think it is a great way to turn a short-term stimulus into a long-term investment by reducing consumers' energy costs."

While Sony and Home Depot have looked to get out front with their messages, industry watchers are not expecting them to be alone for long.

"It may actually become competitive to get a message across around the time the checks arrive. That's why some progressive brands are already talking about it. Because, as we know, consumers are already spending the money," said Marshal Cohen, analyst with NPD Group.

An unnamed spokesperson for the National Retail Federation told Ad Age, "When the majority of checks come, we're sure to see many retailers jump on the bandwagon. Retailers recognize that many consumers don't want to splurge when they get these checks, but for those that do, retailers are sure to be ready to help them get the best bang for their buck."

(Source: Retail Wire, 04/03/08)

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