While the above-mentioned examples are annoying to some, they do not bother me, and in fact, I find humor in a national day of celebration over something like a donut. If I owned a small bakery, or clothing store which sold socks, I would use this “Day” to have lots of fun, celebrate the silliness of it, and use it to connect with (and possibly grow) my customer base.
Beware, however, on how far you take this concept. Each year, I grow more annoyed with my industry peers, conjuring up another President’s Day, Daylight Savings, Memorial Day, or Labor Day Sale. Why? How do birthdays of two dead presidents translate saving 40% off a sofa? Rather than Memorial Day being a “celebration of savings,” perhaps sponsor a local parade honoring those who have served our country. And I suspect on Labor Day weekend, most people would prefer a day off over having to work, selling that refrigerator for just dollars over cost. If you’re going to use calendar events – holidays, seasonal, tax day, donut day, etc. – to help drive sales, make sure the connection make sense. Using a holiday simply as a label, or because everyone else has a similar sale, does not make it a good idea. Ask yourself, does this sale name make sense and why? Is an Arbor Day Sale a good idea for a high-end shoe store, or maybe more suited for that hand-crafted wood furniture store, who might offer a discount AND donate a new tree planting for every $50 spent? Sales events are a great way to drive sales and acquire new customers – Every business should have a solid promotional plan. Make sure the sales you are holding have a strong call to action, accomplish the goal you were targeting with the promotion, and avoid the cliché and often poorly connected themes.
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