Many online sellers overlook some of the smaller holidays, choosing instead to focus on the big online shopping days of Black Friday through the Christmas season. Holidays like Independence Day, Memorial Day, and St. Patrick’s Day, can all be great money-makers for online retailers. Adding marketing campaigns that focus on those smaller holidays can be an effective way to keep your customers engaged all year and increase sales at the same time.
Since St. Patrick’s Day is just around the corner, let’s take a closer look at the stats. Did you know consumers spent $5.3 billion on St. Patrick’s Day in 2017? The National Retail Federation (NRF) estimates that sales for 2018 will be about $5.9 billion. With numbers like those, you should be capitalizing on St. Paddy’s Day.
Here’s some more really great news: even if your products and brand have nothing to do with St. Patrick’s Day, you can still take advantage of this holiday with some effective planning. Here are four tips to boost St. Patrick’s Day sales for your business:
#1 – Go Green with Your Website – In Moderation
Everyone uses green for their St. Patrick’s Day promotions, it’s sort of an unspoken rule. However, it can be more effective to use the color sparingly, and to stay true to your company’s brand. Show that you are in the spirit of the holiday, but make sure shoppers can still recognize your brand.
Here’s a great example from the Travelocity website. They didn’t go overboard with green, but are still festive:
#2 – Feature Any St. Patrick’s Day Related Products
While you don’t have to have anything that is specifically St. Patrick’s Day related, if you have products that are green, Irish, shamrock shaped, or otherwise relevant, now is the time to promote them. For example, if you sell sports equipment, use an Irish Football Club (soccer, for us Americans) tie-in. If you sell skin care or cosmetics, offer discounts on bundles of items that are green.
Krispy Kreme has the right idea. While there isn’t anything related to St. Patrick’s Day on their normal menu, they created relevance by turning their signature doughnuts green for the holiday:
#3 – Run Deals, Discounts, and Sales the Week Before
St. Patrick’s Day isn’t a gift-giving holiday, but you can still take advantage of the holiday spirit. Since St. Patrick’s Day falls on a Saturday this year, you can use the week leading up to the holiday to allow shoppers ample time to shop. Email marketing that includes discount codes or special offers for your VIP customers are often effective ways to entice customers to buy.
There are so many great marketing themes to capitalize on. Try any of the following:
- Luck of the Irish
- Pot of Gold
- Four-Leaf Clover
- Wearing Green/Avoiding the Pinch
- Kiss Me, I’m Irish
- Lucky Charms
- Irish Food/Drinks
Neff does a good job of this with their “No Pinching Kit” email that prompts customers to buy in preparation for the holiday:
Take a look at how Privacy Pop incorporated many of the themes above:
#4 – Create a Sense of Urgency
Using timed incentives is an effective marketing strategy. It creates a sense of urgency to buy. Try using incentives like, “Be the first 17 shoppers and receive an additional 17% off your purchase,” or “Shop St. Patrick’s Day before 7:00PM and receive 17% off.” Customers always want a good deal, and creating urgency is just the encouragement they need to buy now.
Here’s a fantastic example of a St. Patrick’s Day email that creates a sense of urgency to buy from Petal & Post:
Whatever marketing strategy you choose to use, St. Paddy’s Day, like other non-gift-giving holidays, offers some amazing opportunities to think out-of-the-box and come up with creative ideas. Not only does this boost sales, but it also makes your brand relevant and increases customer engagement.
Have you had any success with St. Paddy’s day marketing campaigns? Let us know what you did in the comments below.