How To Turn a One Day Holiday Into 3 Weeks of Sales
We have trained the American public to wait for natural holidays to shop. It's not just a day off to shop, it's when all the retailers give their best deals. Combine all those factors and these natural holidays just bring in more business. Memorial Day, 4th of July, Labor Day, Thanksgiving, New Year's Day are the biggest ones. And with the right strategy, you can turn that one day holiday into three weeks of strong sales.
The strategy we use for our retail clients is to have a Pre, On Now and Extended sale - one on each week, starting the week before the holiday. In the Pre Holiday sale, you tout the strong offers and give customers the chance to get these offers a week early, before the crowds. You can also talk about, if you're going to be out of town for the holiday, this is your chance to cash in early.
The actual weekend of the big event is always the strongest, so you might even up the offer a bit for this weekend. Or have a one day pressure point on the actual holiday where you give shopper a little something extra to shop your store that day or that weekend.
Then on the weekend following the event, you can have a holiday extended sale. This is one last chance to cash in on the offers. If you missed your chance to get the biggest offers of the season, you have one more shot at it.
By using this strategy, we've seen clients able to sustain big numbers for three weeks in a row and make the most out of this hot selling period. We have strategies for the minor holidays and off holiday times. In fact you can see some on what to do during non-holiday weeks in our previous blog post.