Christmas in July?

  • Alcone
  • July 09, 2015

With the 4th of July holiday not yet a hazy summer memory and what feels like Labor Day quickly approaching, we want to take an opportunity to share some thoughts about summer holidays.

While holidays in general are a great time to run a promotion, 4th of July gives that mid-year reminder that the winter gift-giving holidays are just months away.  Take the skincare and beauty brand Philosophy, for example.  The "Christmas in July" theme is used in promotions at retail and even features seasonally winter holiday products:

Home Depot has initiated this summer holiday promotion trend aggressively.  Six years ago, Home Depot launched a "Spring Black Friday" event running promotions similar to what consumers would expect during the after Thanksgiving 'Black Friday'.  This year, Home Depot launched its "Spring Cyber Week" to take the Black Friday idea even further.  Amazon's upcoming, "Prime Day" (July 15th, people, mark your calendars!) is being positioned by the company as having, "More deals than Black Friday" and touted by critics as a massive, global shopping event.

So how successful are these spring/summer promotions?  Very, if done correctly.  They definitely make sense for Home Depot, given that spring/summer is its busiest selling season.  As we know, for most retailers that season is in the fourth quarter.  Experian Marketing Services reports that awareness of promotions is typically low during the 4th of July, and most consumers are searching only during the week of the holiday for items ranging from food and beverage to nail polish design. This means that brands and retailers alike are all vying for the attention of consumers in a short span of time (for other spring/summer holidays, the window is larger, typically about four weeks).

So whatever you choose to say must resonate with your target and grab their attention.  Here are some examples of promos we thought were particularly eye-catching:


Featured: One Kings Lane, Sears, and J.Crew

We'd love to hear about any spring/summer promotions you found particularly interesting.  Feel free to leave a comment below.

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