Sears Celebrates the Holidays Through Mom's Eyes

Seasonal ad campaign created by an all-woman team launches this week

With its new seasonal ad campaign, Sears Roebuck and Co. (NASDAQ: SHLD) is celebrating the holidays through the eyes of someone who sees them like no one else: Mom. According to Sears' customer research, 98 percent of moms take on additional responsibility at Christmas, becoming the primary holiday shopper for their families, and nearly 60 percent do their holiday shopping alone. The new campaign recognizes and appreciates their keystone role in making the holidays happen.

The campaign, which kicks off this week, features more than twenty-five 30-second spots scheduled to run nationally on network, cable, and syndicated television. Each spot takes an honest, insightful look at how Mom experiences the kind of real-life situation that moms everywhere face during the holidays. Each voices Mom's innermost thoughts as she prepares her house, buys gifts, and runs the holiday show, getting her family ready for another Christmas.

The campaign was developed by an all-woman team from Sears and Y&R Chicago. The director is Peggy Jenkins, who directed the Oscar-winning movie, Monster, and voice-overs are by Amy Poehler, from the cast of Saturday Night Live.

"Moms have, of course, always been important to Sears," said Joan Chow, senior vice president and chief marketing officer for Sears, "but this year we've chosen to give them special recognition. Our campaign spotlights the pivotal role they play during this busy season by giving everyone a chance to see the holidays from their point of view, and to appreciate the extraordinary way they pull everything together. Moms will recognize their own experiences in these ads, because each was conceived, produced, and directed by women who understand and share their perspective."

As always, moms can find everything at Sears to help them make the holidays easy, memorable, and fun for their whole families. A few examples of the resources available to Mom are:

  --  Five-Minute In-store Pick up Guarantee.  For all online and in-store
      purchases, Sears has made a commitment to customers guaranteeing that
      they can get in and out of the store in five minutes or less after the
      order entered into the merchandise pick-up kiosk at the store.  If
      not, Sears will provide them a $5 coupon.

  --  MIGO phone promotion.  Sears is offering a free MIGO kids' phone from
      Verizon with any Sears purchase from October 29 through December 10.
      The new technology and child safety features of the phone make it an
      ideal solution for busy moms.

  --  Happy Feet tickets.  Sears is the exclusive retail partner for Happy
      Feet, the new animated feature film by Warner Bros.  Customers will
      receive three free movie tickets with any $199 purchase in the Sears
      electronics department -- a perfect two-hour reprieve for Mom and a
      chance to make the kids happy.

  --  Holiday digital storefront.  Sears has partnered with Kmart and Lands'
      End to create , a new Web site
      dedicated to providing Mom with a place where she can go online to
      meet of all her holiday needs.  The site features a kid zone, a
      holiday planner, holiday recipes, entertaining ideas, a mom-to-mom
      discussion board, and gift ideas from all three retailers.

  About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at .

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SOURCE: Sears Roebuck and Co.

CONTACT: John Casey, +1-212-546-2452, or Gail Lavielle, +1-847-286-7670,
both of Sears Holdings Corp.

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