Orange and white under the Christmas tree in the USA

It is hoped that the eyes of many Americans will light up at the sight of boxes gift-wrapped in orange and white under the Christmas tree this year. For the first time Home Depot is bringing out a holiday catalogue, which presents around 250 products over 68 pages and is being sent to five million customers. They can then purchase power drills or decorating kits to put under the tree at Christmas, not only in the group’s stores but also by telephone or on the internet. Most of the products ordered can be delivered in an orange and white gift box. The company regards the catalogue as just one element of its multi-channel marketing initiative. “We are going after the Christmas business in a big way,” was the comment offered by John Costello, executive vice president for merchandising and marketing, on the market leader’s “call, click or visit” strategy.