New Year – January 1
The 1st of January. Pre-New Year and New Year discounts close the main sales season in the USA. Since Christmas is the main winter holiday in the United States, the New Year sales are not as large-scale as Christmas. Christmas sale lasts until the end of January: sellers try to sell all goods that they did not sell out before Christmas.
Therefore, it’s an ideal time to stand out from the rest of the sellers. The purchasing power of citizens will decrease a lot, but you can surprise everyone with big discounts (up to 90%) and an assortment. It’s time to get rid of the old collections.
Use “Two plus one” trick. This option is suitable for shops and salons. It works well in niches with good margins, or in cases when you need PR at any cost. Form sets of promotional products from several goods, one of which will be free. You, in turn, will be able to earn extra money due to the growth of the average check as people spend lots of money before Christmas. The promotion “a 10% discount for the first purchase, the second – 15%, the third – 20%” will not only increase the average check but also make the buyer think about the advantages: by purchasing 3 things, he gets a little more profit.
Super Bowl – February 3
It’s a perfect time for selling sports goods. Use “Competitions” method to sell more. A prize received in a fair fight brings more joy than a regular gift. People are ready to compete for the sake of simple titles and ratings, and even for a discount or a prize. It’s time to use social networks. Repost contests, draw attention to the brand, increase the reach of the target audience and loyalty. Another common model is using special hashtags. Connect it to the Super Bowl event and your brand/products.
St. Valentine’s Day – February 14
On this holiday, it’s usual to give each other gifts with love symbols – candies, decorations and heart-shaped toys, greeting cards with confessions. Sales and promotion campaigns begin in 1-2 weeks before Valentine’s Day on love theme items, jewelry, etc. Run discounts on products of these categories.
Use “melting discounts”. It’s rather relevant and new kind of promotion. The principle is that on the first day of the promotion you make a 30% discount, and then you reduce it by 1-5% every day. At the start of this campaign, customer activity may be not so high, but it’s rapidly increasing when the discount is noticeably “melting” right in front of customers.
Mardi Gras on February
Great festival, for which you have to prepare in advance so that buyers are aware of your discounts and promotions. Launch a marketing campaign in social networks for your new customers, as well as a mailing list for regular customers. Thus, even more, people will be interested in your discounts and take advantage of them in the period that you defined.
If the products you offer are actively used in creativity or for creating something, you can offer to hold a master class.
St. Patrick’s Day – March 17
That is one of the significant Catholic holidays in Ireland, England and the USA, including some provinces of Canada and a number of other countries. On this day, many US stores spend all sorts of special promotions and sales. Launch your discounts a couple of days before the celebration and keep them valid for about a week.
Try the method of “a small gift”. Let’s be honest – everyone loves a freebie. It’s enough to give just some nice little thing, which will remind the person of your brand. This may be a mug, keychain, phone case, etc. This seems to be a small bonus, but many people will appreciate.
Use Trade in the scheme. The most famous example of its use in retail is the ability to exchange an old iPhone for a new one at Apple retail stores. You can offer your regular customers to exchange the old thing for a new one, with a small surcharge on their part.
Independence Day – July 4
The most important national holiday in the United States of America. Conduct large-scale, but short-term sales. Participate in festive fairs. You can acquaint potential customers by taking part in festive exhibitions and fairs. Find out what events will take place in your city. Can you sponsor them? If yes, it’s great. You’ll gain more brand awareness.
Use “Family purchase” concept. Offer discounts when customers order an item not only for themselves but for their children too. You can also offer free shipping or even give one set of clothes as a gift.
Halloween (Halloween) – October 31
In online stores, sales and holiday discounts begin about 1-2 weeks before the scheduled date. The discount campaign involves mainly youth goods, home decoration products, carnival costumes, and other product groups.
Burger King advertising campaigns are always creative and provocative. In honor of Halloween, the brand held a campaign that caused a big stir. The clip “Burger King Scary Clown Night” on the official channel gathered more than 1 million views.
The company combined in the video a parody of the recently released horror film “It” and the image of Ronald McDonald, the symbol of McDonald’s main competitor. The video accompanies the action in which it was necessary to come to Burger King in the costume of a clown to get a free Whopper.
What to note? Burger King beat the main attributes of the holiday: costumes and fear. They were able to competently laugh at their main competitor and tied the actual image to the theme of the holiday. That is what made their campaign successful and attracted many viewers and clients.
Thanksgiving Day – 4th Thursday of November
It is one of the most important family holidays in the United States. This day leads the beginning of the long-awaited Christmas sales. As a rule, a few days before Thanksgiving, American online stores announce the beginning of the program of discounts of 10% and increase them every day.
One of the main events of this holiday is a grandiose annual parade organized by Macy’s since 1927. Its main attraction is huge inflatable toys (cartoon characters, fairy tales, and TV shows), which are carried from Central Park to the entrance to the store – opposite Herald Square. This parade helped Macy’s make a real marketing breakthrough. Every year the company makes the event more and more ambitious and fun.
Use also method “Buy more to save”. That type of offer is attractive to customers because it creates a feeling of the obtained benefit, despite the fact that the average check is getting higher. You shouldn’t give big discounts, just make sure that they are attractive enough to push potential customers to action.
Black Fridays – Interval from November 23 to November 29
Special days of big sales and discounts all over the world. From this Day the Christmas period of discounts begins. Contact bloggers. If your product can be a great gift, you can tell a greater number of potential buyers about it by asking a famous blogger to include it in his list of recommended gifts. Create a separate landing page for the holiday campaign. That will help you track its effectiveness.
Limited offer. In grocery retailing, you can often find products that are sold no more than 2-4 pieces in one hand. Miraculously, the whole line of buyers grows at the counter, where it used to be empty. Fear of not having time, missing something important is working for marketers. Even those who do not need the product at all are in a hurry to pick up their portion of the “exclusive”.
Sets and kits. This model is used to increase the average check. Buyers are offered a set of interrelated products, such as tea and sugar or gin and tonic. The point is that buying a kit is more profitable than each product separately. However, the sets are chosen even by those who need one thing, thereby leaving more money on hand.
Cyber Monday (Cyber Monday) – 1st Monday after Thanksgiving and Black Friday
Monday after Thanksgiving and Black Friday. The term Cyber Monday was created as a marketing company to persuade people to shop online. On this day, online stores set maximum discounts on goods sold. This is one of the biggest sales of the year, where you can apply absolutely any type of discounts and promotions to your customers.
During this period, people buy a lot and often. Offer gift cards. Gift cards are very popular during the holidays. Offer them to your customers. A proven way to push customers to spend more than they originally planned is to combine several products in a package offer format and offer it at a lower price than if they bought separately. For example, a bunch of camera + bag + memory card.
Christmas – December 25
Sale campaign starts a few weeks before. Christmas sales are traditionally considered the most ambitious and most generous with their discounts for the whole year. Naturally, the largest range of goods in online stores is at the very beginning of the Christmas sales. In the run-up to Christmas, the range of goods on sale decreases markedly and it is no longer possible to buy the thing people like or find the right size. Products are redeemed so quickly that stores do not always have time to update information on the availability of their sites. Discounts on Christmas Eve reach up to 80%.
The trump card in a successful Christmas sale is preparation. Provide your stockpiles with the most popular sizes, models and groups of goods. Use any discounts your suppliers and your financial policies allow. Decorate the site. You can create a festive mood. Add holiday elements to your website: snowflakes, frosty patterns, Santa Claus.