Hasta La Creative!

In a play to reach more gift-buyers, Walmart held an event for more than 100 long-lead magazine and gift guide editors on Wednesday to showcase what it expects to be top sellers this holiday season.

The event, a first for the retail giant, takes the concept of Christmas creep to a new level. In the past, Walmart pitched media outlets to make it in to their holiday gift guides, which usually close in July. This year, the retailer stepped up its game by gathering the media for a private event.

Walmart’s push to consumers will begin later in the fall, after the back-to-school rush. And it’s still holding its Black Friday and Cyber Monday deals close to the vest. “We have to keep some secrets,” said Jaeme Laczkowski, director of media relations.

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