An image from a Kmart Christmas ad airing in early September
(CNBC) -- With 105 days to go before Christmas, Kmart aired its first holiday ad - the earliest ever marketing kickoff to the holiday season, Adage.com reported.
The new ad promoting the retailer's layaway program aired several times Monday, which marked the first day of school for many districts.
"Don't let the holidays sneak up on you. Shop early with Kmart free layaway. ... Kmart. Get in, get more Christmas," says a voiceover during the promotion, which features a gingerbread man sneaking up on someone working in an office.
This season, Kmart's layaway program is offering no fees for new purchases online or in store between now and Nov. 23.
The early-bird commercial follows rival Walmart's announcement that it will also drop the fee it's charged shoppers in previous years to open a layaway account. Shoppers can begin putting eligible items on layaway for the holidays on Sept. 13, with the retailer's Facebook fans getting access two days earlier.
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