KB Toys Woos Grandparents with Discounts

Toy retailer KB Toys touts its fledgling Grandparents' Rewards Club with extended discounts designed to recruit new members.

KB Toys launched the loyalty program in October; members (50 and older) get 10% off purchases every Tuesday of the year. For its holiday push, the 600-store chain gives a 10% discount each day during "Grandparents Week," Nov. 27 through Dec. 3. New and current members qualify for the discount.

Grandparents account for 35% to 40% of the chain's holiday sales.

"Grandparents shop more often and make larger purchases during the holiday season," said KB Toys CMO Ernie Speranza in a statement. "Offering real savings during Grandparents Week is a great way to thank some of our most loyal customers."

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