First introduced in 1965, the Bluelight Special was the brainchild of former Kmart assistant manager Earl Bartell. Almost immediately, it was adopted as an American icon synonymous with great values, fun and excitement. Fast forward to 50 years later and we’re really pleased to announce the original flash sale is back in a major way – as Kmart reintroduces it in stores, online and via mobile app.
“The Bluelight Special is part of Kmart’s DNA and we’ve brought it back to the delight of our associates and Shop Your Way members,” said Alasdair James, President, Kmart. “We want to recapture the energy and excitement that happens when the Bluelight goes on and combine that with awesome deals on products including small home appliances, electronics, apparel, home and grocery.”
Kmart conducted more than 10 months of research – talking to members to understand what’s most important to them and what they love most about Kmart. The Bluelight Special was at the top of the list with strong brand equity and nostalgia.
Response has been extremely positive with Bluelight Specials selling out online and in store. In addition, associates and members are sharing their experiences:
“I had a member tear up during my Bluelight Special in Electronics today – she was so excited to see it back. She told me that when she was a child, her father would bring her to Kmart to sit in the KCafe and sip sodas while they waited for the Bluelight announcements! A very touching nostalgic experience and she bought two headphones from me, too!” – A store manager from Lafayette, Indiana
“I overheard a member telling her husband about how she really needed to get her mom into Kmart because she saw that the Bluelight is back! She was so excited and how her mom would love it, too. It was great hearing that and knowing the Bluelight is getting out there and people are paying attention. You can see it when you do a Bluelight. It is very exciting!” – A store manager from Morton, Illinois
“Members are really loving that the good ole BLUE LIGHT is BACK and better than ever! What a great opportunity to really make shopping fun and interact with our members…and just have a great time!” – A store manager from Mantua, N.J.
“A member came in and said, ‘It’s back? It’s really back?’ She sat there for five to ten minutes just going over how she was a child following the blue light through the store with her parents. It’s just great to hear how people remember the blue light.” – An assistant manager from WJXT-TV in Jacksonville, Fla.
“I love it! I’m always here looking for the light.” – Lisa Medina, Kmart customer, from the Philadelphia Inquirer
Kmart is making shopping fun again and bringing it to life via a fully integrated marketing communications campaign. Check out this Kmart commercial:
Bluelight Specials are back in every single store, every single day and online and via mobile app. The blue sirens go off in-store indicating surprise, 15-minute-long deals are available on great products at unbelievable prices. In addition, Kmart has refreshed its mobile app with new features and functionality including as instant, “first-to-know” online Bluelight Specials alerts. There is even a Bluelight Special alert sound in the Kmart app! Haven’t heard it yet? Download the Kmart app today, hear the alert, get first dibs on all Bluelight specials and receive $5 in surprise points on a purchase of $35 or more.*
*Limit one offer per device. Valid in-store and online. Shop Your Way (SYW) points granted in this offer that are not redeemed on or before their expiration date will expire on that date. Use and redemption of SYW points are subject to full Shop Your Way Terms and Conditions that are available at www.shopyourway.com/terms. Points can be applied at checkout upon purchase of qualifying item(s) meeting any specified purchase requirements. Excludes all coupons, clearance and other surprise points. If you have multiple eligible offers on an item or transaction, the most valuable offer will be automatically applied. Offers cannot be combined with other points offers or discounts unless otherwise stated. Purchase requirement calculated before taxes and after other discounts have been applied and must be made in a single transaction. Offer is not transferable. Shop Your Way reserves the right to modify or cancel this offer at any time in the event that fraud, abuse or virality is suspected or for any other reason.