Kohl’s is rolling out steep discounts for customers as it struggles to turn around its sales.
The department store chain revealed in its most recent earnings report that its comparable sales decreased 0.9% year over year in the second quarter of 2026, while recent Placer.ai data showed overall visits to Kohl’s stores declined 1.4%.
Kohl’s CEO Michael Bender said on the August earnings call that the company is “operating in a challenging macroeconomic environment” where customers are “experiencing persistent financial pressures from inflation in their everyday expenses, like gas and food.”
Against this backdrop, Kohl’s has taken several steps to make its merchandise more affordable. It introduced Deal Bar and Toy Towers in stores earlier this year, featuring products priced below $10. It also priced thousands of back-to-school items under $25 in July.
Kohl’s sweetens Deal Days event with more savings for customers
In its latest effort to win over price-conscious customers, Kohl’s has made its annual Kohl’s Deal Days savings event more generous this year.
The event, which runs from Oct. 6-8, offers customers up to 50% off thousands of seasonal items in stores and online, according to a press release.
The discounts include select Sephora at Kohl’s products from brands, such as Rare Beauty, Sephora Collection and Ilia, as well as home products such as Shark floorcare and bedding.
Customers can also save on toys from brands including Lego and Barbie, along with baby and kids’ clothing and men’s apparel.
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Kohl’s is also offering customers up to 40% off kitchen appliances, pajamas and shoes.
In addition to these discounts, the retailer has, for the first time, added Kohl’s Daily Deals to the event, which unveils daily limited-time offers on select styles.
This includes 60% off Carter’s clothing, 50% off smart home devices, and 40% off holiday decor, including throw blankets starting at $9.99.
For extra savings, customers can get an additional 25% off qualifying purchases with a coupon and enjoy free shipping on all online orders throughout the event. To encourage shoppers to return to stores, Kohl’s is also rewarding them with $10 in Kohl’s Cash for every $50 spent on qualifying merchandise.
Kohl’s Deal Days rival Amazon, Target, and Walmart events
Kohl’s Deal Days event rivals other fall savings events from several major competitors, all vying for early holiday shoppers looking for value.
Kohl’s event runs longer than Amazon Prime Big Deal Days, which kicked off on Oct. 6 and ends on Oct. 7 at 11:59 p.m. EST. Amazon’s event offers exclusive deals to Prime members across more than 35 categories with free delivery.
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Target Circle Deal Days also runs between Oct. 6 and Oct. 7, offering Target Circle members up to 40% off thousands of items across categories such as beauty, toys, apparel, and tech.
Walmart’s fall savings event, Deals & More, lasts a full week, running from Oct. 5 to Oct. 11. It offers discounts such as up to 50% off home products, 40% off tech, and 30% off toys, food, and Halloween items.
Many retailers have been ramping up discounts this fall as U.S. consumers grow cautious about holiday spending amid ongoing economic pressures.
A recent International Council of Shopping Centers (ICSC) survey asked Americans about these challenges, finding that 49% are worried about their ability to afford holiday gifts this year, while 50% said their financial debt will impact their holiday spending.
Meanwhile, 49% said they expect to borrow money to make purchases they cannot pay for in full immediately, while 68% said discounts, promotions, and exclusive offers will encourage them to shop more in stores.
In an interview with Retail TouchPoints in August, Marshal Cohen, a retail analyst and chief retail advisor at Circana, said economic headwinds will weigh on holiday spending this year.
“Holiday 2026 is up against a soft one from last year,” said Cohen. “However, with higher prices and several economic headwinds like gas prices and elevated credit card debt, we will have a ho-hum holiday, looking at below 2% growth.”
He emphasized that the holiday season will “feel different” this year as U.S. consumers shift their shopping habits.
“The spirit of the holiday has changed,” said Cohen. “Gone are the days of feeling like you can spoil your loved ones. Gone are the days where you would shop until you drop over the Thanksgiving weekend. Gone are the doorbuster items that people scrambled and waited in line outside stores at 4 am.”
Related: Kohl’s has a customer problem that’s proving hard to fix
