One reason checkout charity is so common is because it's easy and because companies can end up looking generous -- sometimes without even investing a dime of their own money. So, I get the appeal. But does it really drive your brand if the shopper is turned off or simply confused as to why this store is working with this charity?
This Black Friday is set to be bigger than ever, with pre-sales already up 19 percent year over year, according to IBM. But there is huge overlap on product offerings for many big box stores and if social media is any indicator, the core opportunity (and challenge) is differentiation on anything other than price.