Bealls goes national with 'For the Haul of It' for the holidays
Bealls, pronounced "bells", is talking to the whole country for the first time in 110 years.
Bealls Inc., the Bradenton, Florida-based off-price retailer — a retailer that sells brand-name clothing and home goods below regular shop prices — launched its first-ever national brand campaign on 9 October 2026. The company called the launch its most significant brand awareness effort to date GlobeNewswire.
The campaign is called "For the Haul of It." It plays on haul videos and unboxing clips. You know the format. A shopper tips out the bags and shows what they found.
The timing is deliberate. The debut arrives just ahead of the holiday season Chain Store Age. A second phase lands in November under the title "Happy Haul-idays." It is built around a sing-along shoppers may recognise. The tune takes its cue from "Jingle Bells."
The push covers more than television and social spots. Bealls is also introducing a new mobile app focused on loyalty, customer recruitment and connection. The idea is simple. Find a bargain in store, keep shopping on the phone.
Scale explains why the company is going national now. Bealls operates more than 650 stores across 23 states under three names: Bealls, Bealls Florida and Home Centric WWD. The group ranks as the fourth-largest off-price retailer in the United States. It plans to add 25 new stores across 12 states in autumn 2026 and spring 2027.
What makes this stand out is the history behind it. Bealls was founded in 1915 and is marking its 110th anniversary. A regional name for decades, it is now asking national shoppers to learn how to say it — and what to expect inside.
