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. Developing 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 $6.16 billion on St. Patrick’s Day in 2020? That’s just as COVID-19 was beginning to cause problems in the U.S. Since the virus is still present, we’re not sure what’ll happen on St. Patrick’s Day 2021, but if it’s like the online buying behavior from the past ten months, you should be capitalizing on this Irish holiday.
Here’s some more great news: even if your products and brand have nothing to do with St. Patrick’s Day, you can still take advantage with some effective planning. Here are four tips to boost St. Patrick’s Day sales:
#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 stay true to your company’s brand. Show that you’re 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 it’s not essential to have anything that’s specifically St. Patrick’s Day related, if you have products that are green, Irish, shamrock-shaped, or otherwise relevant, now’s 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 skincare or cosmetics, offer discounts on bundles of items that are green.
ShanOre is a store that sells handcrafted Irish jewelry. While the brand sells Irish-themed products all year, for St. Patrick’s Day, ShanOre promotes its Shamrock Collection of beautiful jewelry that features clovers.
#3 – Run Deals, Discounts, and Sales the Week Before
St. Patrick’s Day isn’t a gift-giving occasion, but you can still take advantage of the holiday spirit. Since St. Patrick’s Day falls on a Wednesday this year, start promoting a week before to allow shoppers ample time to shop. Utilize email marketing and include discount codes or special offers for your VIP shoppers; it’s an effective way 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
The Company Store does a good job of this by using the number 17, the date of St. Patrick’s Day:
Take a look at how Privacy Pop incorporated many of the themes above:
#4 – Create a Sense of Urgency
Using timed incentives is another effective marketing strategy as it creates a sense of urgency to buy. Examples include: “Be the first 17 shoppers and receive an additional 17% off your purchase,” or “Shop St. Patrick’s Day before 7:00 PM and receive 17% off.” Customers always want a good deal, and creating urgency gives them the push they need to make the purchasing decision.
Here’s a fantastic example of a St. Patrick’s Day ad that creates a sense of urgency to buy from Perlier:
Whatever marketing strategy you choose, 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.
Editor’s Note: This blog post was originally published March 2018 and was updated in February 2021 to reflect more accurate and relevant information.