One of the oldest tricks in the retail promotions handbook is to base your promotion around a holiday. That’s why you see chocolate promotions in around Valentine’s Day in February, and back to school sales in August, when most schools in the United States restart after the summer break. Merchants and retailers use holidays as a hook to hang their promotions on. It goes without saying that there’s nothing coded in the world’s DNA that compels back-to-school sales to take place in August, however. In counties where the summer school break is shorter back-to-school sales might take place in July. So if Memorial Day (the last Monday in May) or even Labor Day (the first Monday in September) sound like the perfect time to grill up some steaks on the BBQ, it’s because for more than 30 years that’s what grocers have been telling us. The point being, effective marketers are able draw connections that didn’t exist before between holidays and sales promotions. Now a cause is trying to dr...
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