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Last Minute Marketing Tips for the Presidents Day Rush

Posted by Contributors on February 18, 2018

One of the busiest shopping days of the year is almost here! U.S. retail sales dropped this January for the first time in nearly a year, according to the Commerce Department. While Valentine’s Day was fruitful for some, the biggest holiday for many comes right after.

Consumers have grown to expect deals on certain categories during Presidents Day. While it’s not Black Friday or Cyber Monday, there are some absolutely solid deals out there on just about anything shoppers might be searching for -- and they will be searching! Furniture, appliances, home electronics are some hot items, and apparel is too, as the seasons start to shift toward warmer weather.

It's a three-day weekend, and although it’s not the most popular buying holiday, it can be for businesses that successfully cater right.

Making the Presidents Work for You

Presidents Day was initially started to celebrate the birthdays of Presidents Washington and Lincoln. It occurs on the third Monday of February every year. In 2018, it lands on February 19.

There’s no traditional meal or party tied to it, and it’s not a gift-giving event say, like Valentine’s Day. But businesses can still capitalize on this day and create a buzz, whether local or global, brands can turn Presidents Day into a win. Below are some ideas to help spark awareness.

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Participate in the Celebration - Independence Day is a more widely celebrated patriotic time around the country. Veterans and Memorial Days revolve around our brave soldiers, but Presidents Day is still a very important day around the U.S., and for those who are abroad.

Consumers of course are looking for great deals and a quick, easy and readily available move to catch their attention is to add a little blue to those red and white Valentine’s Day decorations and offerings sill on display. The colors translate well to both days, but it’s important to prepare distinct displays to cater to each crowd shopping for each holiday -- this a relatively painless and eye-catching move that generates awareness.

And get presidential - VIP is a term used to make consumers feel like they’re more special than the average person, so it's a good idea to apply a little entitlement to your product descriptions. Also, this is a great weekend and opportunity to add presidential in the title of just about everything on sale -- simple but effective, as anything with an executive flair works great on this holiday.

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Get The Word Out -Organizations are increasingly encouraged to connect with customers through their preferred channels, seamlessly transitioning between brick-and-mortar locations, phone and digital. And there still is traditional media, from local outlets to well-known brands like USA Today and CNBC, who do those shows and articles about "can't miss" Presidents Day sales. It doesn’t get as much hype and coverage as say a Black Friday, of course, but it’s enough for some exposure. Remember, even if it's just days in advance, it's better late than never to reach out to media. It’s not uncommon for holiday gift guides at online outlets like Huffington Post, Buzzfeed, etc., to be worked on early, so don't make the mistake of waiting too long. Because, by the time you think of contacting them, the article may already be finished.

Hiring a specialist is a great idea too, as they'll have the expertise to know how and through which channels to get the word out about your sale(s). Advertising an exclusive Presidents Day sale via multiple channels, can widen your chances of not only being included in media coverage but also expands your own online presence for eager consumers looking for those great deals.

Keep that Momentum Going - After Presidents Day, apply the same and/or similar strategies to St Patrick’s Day, Mother’s/Father’s Day, Graduation -- and then the summer kicks off. Having events prepared for at least these major holidays, can be fun as well as profitable, and it keeps both employees and customers in the holiday shopping spirit.

Presidents Day isn’t as high-profile a holiday as Christmas or Thanksgiving. But the high profits are real, and it’s a good idea to be prepared.

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The foundation of Onestop’s performance marketing strategy is our our analysis, identification, and targeting of online customer segments. Our ecommerce experts can tailor your offering to the shoppers who are most likely to engage immediately with your brand, and we use cutting edge consumer research to build descriptive audience profiles that inform creative design, merchandising and promotions.

Topics: holiday, Marketing, Retail, social media, merchandise

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