Ikea Bets on In-Store Holiday Events With Up to 25% Off

Ikea U.S. will cut prices on its most popular products by up to 25% between Wednesday and Dec. 24. The retailer announced the discounts, holiday events and new Vinterfint products in a Wednesday press release, aiming to pull shoppers into physical stores during the holiday season.

The price cuts cover bestsellers such as the Billy bookcase and the Storklinta dresser at U.S. stores. Ikea Family and Business Network members get a second layer of savings: from Nov. 25 to Nov. 30, they receive $10 off every $100 spent, capped at $100, on select purchases.

What happens at Lingonberry Lane?

On Nov. 28, Ikea will host a Lingonberry Lane Winter Holidays event at stores nationwide. The event is free. Shoppers can decorate holiday cookies, create custom picture frames, receive limited-edition holiday bag charms and attend holiday hosting workshops.

Ikea will also run its flagship Lingonberry Lane Winter Holidays Market at select locations. Ikea Brooklyn hosts the market Nov. 6 to Nov. 8, and Ikea Schaumburg, in the Chicago area, hosts it Nov. 20 to Nov. 22. At the outdoor markets in Illinois and New York, attendees can embroider blankets, sample Swedish food and drinks, and shop local vendors.

"The Lingonberry Lane Winter Holidays Event and our flagship markets in New York and Chicago create new and exciting opportunities for families to spend time together this holiday season," Paul Anderson, home furnishing and retail design leader at Ikea U.S., said in a statement.

What is new in the Vinterfint collection?

Ikea added new items to its Vinterfint holiday collection, including ceramic Christmas trees, chandeliers, tins, ornaments and aprons. The additions come in two styles: Scandinavian folklore and happy carnival.

How does Macy's compare?

Another major retailer is building out holiday experiences in New York. Last month, Macy's unveiled a revamped Santaland experience at its Herald Square flagship, new vendors for its Macy's Holiday Square market, a Blue Hippopotamus theme for its holiday windows and a set of deals.

On Halloween, Macy's opened a 50,000-square-foot Holiday Square experience on the lower level of its New York store. The space carries 35 gift and food vendors, including local companies Pearl River Mart, Levain and Eataly.

Why does the store push matter for Ikea?

Ikea's holiday experience push comes amid broader changes to its physical footprint. Earlier this year, the retailer said it wanted to open 10 stores in the U.S., including its first city-center location in Los Angeles and its first storefront in Oklahoma.

In October, Ikea said it would begin closing some of its plan and order locations in Maryland, Virginia and Washington, D.C. Staffers at those sites will get a chance to relocate to nearby stores.

The company has also strengthened its partnership with Best Buy. In May, Ikea debuted Best Buy consultation centers at two locations, in Texas and Florida, where shoppers can talk with Best Buy staffers about technology products and appliances. Previously, the two retailers partnered on Ikea shop-in-shop kitchen and storage planning services inside select Best Buy stores.

The holiday events, discounts and collection additions give shoppers concrete reasons to visit stores during Ikea's highest-stakes quarter. How the Lingonberry Lane events perform could shape whether experiential retail becomes a larger fixture of Ikea's U.S. strategy as it opens new locations.