ADVERTISEMENT

Kmart has a ridiculously ironic slogan on its shopping bags

The cheerful slogan stands in stark contrast to the reality facing Kmart's dying business.

Kmart

Kmart recently started printing a new slogan on its plastic shopping bags.

ADVERTISEMENT

It reads: "Life is ridiculously AWESOME."

The cheerful slogan — printed in large, red letters against the plain white background of the bags — is likely meant to appeal to millennial shoppers.

But ironically, it stands in stark contrast to the reality facing Kmart's dying business, as The New Yorker's .

ADVERTISEMENT

Photographer Shana Novak recently featured the bag in a photo posted to her Instagram profile.

Kmart's same-store sales, or sales open at stores at least a year, fell 5.3% last year. Those declines picked up pace at the beginning of this year, with same-store sales falling 11.2% in the most recent quarter.

Over the last five years, the company has closed hundreds of stores, and now has fewer than 624 stores, down from 1,221 locations in 2012.

With the store closures, tens of thousands of employees have lost their jobs, and the company's annual sales have been slashed from $14.6 billion in 2012 to $10.2 billion in 2016.

Kmart's parent company, Sears Holdings, is trying to turn business around at Kmart and Sears stores with massive spending cuts, more store closures, and, as evidenced by the plastic bags, new slogans.

ADVERTISEMENT

It remains to be seen if the efforts will resurrect the business, which has been in decline for years. Wall Street analysts are skeptical that a turnaround is possible, and many are predicting the company will declare bankruptcy within the next two years.

It doesn't help matters that the retail industry is undergoing massive upheaval, with companies declaring bankruptcy and closing stores at rates not seen since the recession.

Perhaps Kmart is hoping it's upbeat slogan will distract shoppers from the grim reality that it, and the rest of the retail industry, is facing.

FOLLOW BUSINESS INSIDER AFRICA

Unblock notifications in browser settings.
ADVERTISEMENT

Recommended articles

10 African countries that waste the most food in 2024

10 African countries that waste the most food in 2024

US troop withdrawal from Niger hangs in the balance

US troop withdrawal from Niger hangs in the balance

Detained Binance executives sue Nigerian authorities for human right violation

Detained Binance executives sue Nigerian authorities for human right violation

Nigeria's central bank increases minimum capital base for banks

Nigeria's central bank increases minimum capital base for banks

Sony’s creators convention redefines the creative landscape for content creators

Sony’s creators convention redefines the creative landscape for content creators

Exploring the popularity of progressive jackpot slots in Indonesia

Exploring the popularity of progressive jackpot slots in Indonesia

Egypt, Nigeria, and South Africa ranked as Africa's most polluted countries in new report

Egypt, Nigeria, and South Africa ranked as Africa's most polluted countries in new report

10 African countries with the lowest life expectancy according to the World Bank

10 African countries with the lowest life expectancy according to the World Bank

Kenyan women are more obese than their men - here’s why

Kenyan women are more obese than their men - here’s why

ADVERTISEMENT