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Labor Day is More than a One Day Marketing Opportunity

It’s like a lot of things that came about for a specific purpose that would end up becoming about something else entirely. Labor Day, the first Monday in September of each year, became a federal holiday in 1894 to honor the achievements of and pay tribute to the millions of Americans whose efforts created the greatest industrialized era in American history. Coming just before the fall change of seasons, Labor Day became the official end of summer, beach season, short sleeves, shorts, suntan lotion, and wearing white, at least for those who follow such traditions.

For marketers, Labor Day has become the start of an expanding line of shopping opportunities that would culminate at the beginning of a new year. However, as a stand-alone opportunity to promote and market sellers’ wares. the Day has become diluted in popularity by back-to-school shopping and a time of summer inventory clearance sales. Except for appliances, apparel, furniture and mattresses, Labor Day, like any opening day of events that follow, is a bit anticlimactic upon its passing. But being present at the opening bell is essential to finishing a win, place, or show in the upcoming holiday shopping season.

This year many retailers are offering traditional discounts, end-of-summer inventory clearance campaigns, and special purchase incentives in order to entice customers to shop and make a purchase. But many are discovering that convenience and combined pricing is creating an opportunity to promote a brand beyond the one-day holiday observance.

For retailers with website sales and ecommerce marketers, a recent survey is revealing the importance of inclusive pricing.  Fifty percent of consumers said they avoid companies that don’t offer free shipping, 77 percent failed to complete a purchase when they encountered pricey shipping charges, and 84 percent revealed they specifically made a purchase because free shipping was included. Inclusive pricing and shopping convenience will lead to increased conversion rates well beyond the Day.

For brick-and-mortar retailers, the shopping experience is critical to remaining relevant in a competitive environment. Sponsoring a special Labor Day event to celebrate the holiday can increase brand awareness and build loyalty among a community. A recent report found that 71 percent of online event attendees felt that virtual events simply didn’t live up to the in-person experience and they are eager to return to in-person events. “Brands will have the opportunity to build more authentic connections with their audiences through longer-running programs that leverage influencer expertise and credibility over time”, says Danielle Wiley, Sway Group.

Labor Day not only marks the transition to a new season but also a time when consumers are changing priorities. It’s a good time to venture beyond one-day campaigns to connect with your customers and share informational content about your products and services through personal email campaigns and social media platforms.