Election Day is usually bad news for retailers. It's especially bad news this year, given the projections about voter turnout -- although there may be increases in sales of diapers, milk and "libations," according to Wendy Liebmann of WSL Strategic Retail. Yet some retail chains are adding their own spin on the day's events.
Wal-Mart, for example, is broadcasting election coverage in its stores throughout the day, with the coverage being provided by Fox News.
Shoppers at any of 2,620 Wal-Marts tonight will see live election coverage via a link with Fox News. The coverage is a way to keep shoppers and employees informed, says Charlie Nooney, CEO of Premier Retail Networks, the nation's largest in-store TV network.
By broadcasting Fox's election returns, Wal-Mart may be showing a Republican point of view to shoppers, Liebmann says. "Most retailers tend to keep political affiliations to themselves," she says.
Wal-Mart is simply broadcasting the schedule pre-arranged by Premier Retail Networks, says Wal-Mart spokesman Gus Whitcomb.
There's no word on any chain broadcasting CNN, but this author's projections are that the highest rated in-store broadcast will probably be Word of Mouth Networks, the official news outlet of Sneakernet, anyway.
The 7-11 retail chain is taking a different tack. They're allowing voters to vote twice, or even more, without even having to register. Just pull out your wallet, raise your voice and choose the java receptacle that you'd like to see holding your coffee today.
Patrons can choose either an "I'm Voting for Bush" or "I'm Voting for Kerry" cup when filling up on their drink of choice. Word is still mum on whether or not any third-party beverage producers have made it onto the ballot.
But all is not lost. After all, if you vote with your cup and don't like the taste, you can always throw it out -- and if you do that properly, no one is going to complain.
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