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COMMERCE, Calif. -- Extreme value retail chain 99 Cents Only Stores gets extreme results from a promotional ploy that plays on its name and format to drive opening day traffic. The chain plans to open its newest location -- a 24,000 square foot relocation -- August 25 in Lancaster, Calif. with a host of unusual 99 cent promotions that range from TVs to day planners.
"These promotions have been very successful in building traffic," Henry Miller, 99 Cents Only's dir. of community relations told Progressive Grocer. "For the TVs, we'll have people lining up at the store at 4 p.m. the evening before, and we'll have at least 99 people come in for the promoted items on the successive days."
Following a ribbon-cutting ceremony at 8 a.m., Toshiba 19-inch color TVs will be sold for 99 cents to the first 9 customers, and scooters sold to the next 99 customers at the store. After that, the next 99 customers can buy an NFL team sport watch, a $29.99 value, for 99 cents, while the following 99 customers can buy a Dilbert Day Runner Organizer, a $14.99 value, for 99 cents.
Other 99 cent promotions, of which one will be offered per day for a week following the opening, include a Pasta Perfect Non-stick 6-Piece Pot Set, a $24.99 value, for only 99 cents for the first 99 customers who arrive August 26, a $24.99 value Clip Art designer pen for the first 99 customers August 27, and large Jon Donaire Cheesecakes, ($11.99 value), only 99 cents for the first 99 customers August 28.
99 Cents Only Stores has 225 stores located in California, Texas, Arizona, and Nevada.
-- Joseph Tarnowski