Good Marketing Always Finds a Reason to Celebrate

Valentine’s Day, Presidents’ Day, St. Patrick’s Day – You Name it; Retailers Have Been Using ‘Holidays’ to Drive Customer Traffic for Decades

Ah, love is in the air.  Just look around. On TV, in newspapers, magazines and online – who needs a calendar to be reminded of Valentine’s Day when the good folks at Hallmark, Teleflora and Godiva are pulling out all the stops to ‘nudge’ you into buying or doing something nice for your sweetie.

According to a recent study commissioned by the National Retail Federation, the average person will spend $116.21 on traditional Valentine’s Day merchandise this year, up 12.8 percent over last year’s $103.00. Couples this year will spend an average of $68.98 on their significant other or spouse.  And total holiday spending is expected to reach $15.7 billion.

For years marketers have been relying on this and fringier holidays to boost sales. (Presidents’ Day is the perfect time to buy a mattress, right?). No matter how silly some of the sales connected to the various holidays seem, they do represent yet another opportunity for retail marketers to connect with consumers who are more willing to spend as the economy strengthens.

By adding alternative channels to the mix, marketers can extend these ‘holiday’ sales efforts and expand their reach beyond the ordinary. The new twist on front door marketing combines the same scientific data used in traditional direct marketing channels with unique special offers to deliver the right branded message to the right door. Yet another layer to an aggressive marketing strategy designed to get customers into the store.

Are you taking advantage of all the right effective channels to drive retail traffic?

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