As it becomes too late for people to get gifts by overnight shipping, Apple Inc. (NASDAQ: AAPL) has started to push people to its 275 U.S. stores. The plan allows people to shop for items in the stores or order them online for pickup.
The program takes a page from brick-and-mortar retailers that employ the same tactic as a means for customers to avoid overnight shipping fees. In Apple’s case, it is a way to stuff revenue in the few hours left before the stores close on Christmas Eve.
Apple has an opportunity to increase the success of locations that are already successful. Several industry retail research reports say Apple’s stores have the highest yield per square foot of any major store chain.
“Items in stock” can be ordered by 2 p.m. on December 23 to pick up at a store the next day. The Apple pitch is simple and straight: “Last-minute gifts that are first on their list.” Given the popularity of Apple products, particularly the iPhone 7, the promotion has the benefit of being true in many instances.
Interestingly, the Apple Watch is promoted ahead of the iPhone. The smartwatch has been deemed a failure. Apple may be able to cushion that some with a strong holiday.
Cleverly, Apple is promoting gift cards, which allows Apple to collect revenue from people who will shop later.
Apple also has decided to promote accessories, among them some it does not make. Alongside Beats Solo3 Wireless Headphone, shoppers can buy Belkin chargers, GoPro cameras and Logi stands.
A very limited number of items can be ordered for pickup in an hour.
Finally, the most obvious last-minute gift is iTunes — movies and music without wrapping paper.
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