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July is the hottest month of the year; and in the U.S., it’s one of the hottest months for brands to connect with potential customers. July is synonymous with leisure time. Work is slow and people are spending time with their families in the great outdoors. It’s also home to America’s most patriotic holiday, Independence Day. Here’s how brands are using July’s festivities to connect with consumers.
Independence Day is one of the biggest holidays of the year. From furniture to food to electronics, retailers are offering consumers the best deals since Black Friday. Big box store, Target, offers shoppers deals on everything from hot dogs to patio furniture. Whether consumers are looking to throw a 4th of July party or revamp their summer wardrobe, Target has all their needs covered.
While some brands are offering deals, others are trying to offer value in a bid to build an emotional connection with their target audience. For some brands, that means patriotic posts on social media wishing their followers a Happy 4th of July. For others it means sending red, white and blue themed emails along with suggested products. UrbanDaddy, an NYC based lifestyle media company, offered up an interactive guide that showed New Yorkers where they could post up with their friends to watch fireworks. Not only is this helpful for UrbanDaddy customers, it probably helped them attract some new ones.
Food and beverage brands also get in on the action by offering up limited-edition flavors for the holiday. David’s Tea and Dunkin Donuts both offer special flavors for the day. David’s Tea serves a cake-scented sweet tea, complete with red, white and blue sprinkles. Dunkin Donut’s serves similarly decked out donuts, to add a bit of fun to the day’s celebrations. The limited-edition offers both serve to help consumers see the brand as an essential part of celebrating the holiday and create a sense of urgency for consumers to buy the product ASAP.
Bastille Day, a French national holiday, celebrates the day when Frenchmen protested by storming a prison and freeing those jailed inside. Bastille Day marked the start of the French Revolution. Although this is a French holiday, there are over 150 celebrations in the states. Philadelphia, New York, Miami and Seattle all have Bastille Day celebrations, all of which involve wine and cheese. The growing affinity for the holiday has resulted in brands expanding their Bastille Day deals to Americans. French beauty brand, Vichy, has Bastille Day sales on their products so their US customers can “celebrate Vichy's French heritage” and “learn what makes Vichy the #1 anti-aging brand in European pharmacies.” Vichy is using the day to help American customers learn more about their reputation and core values, which will create a deeper connection with this market segment.
Americans love to eat ice cream to cool down in the hot summer months. In fact, the average American consumes more than 23 pounds of ice cream a year and U.S. ice cream companies produce over 898 million gallons of ice cream a year . It’s no surprise that National Ice Cream Day has been a national holiday for over 30 years. Many ice cream brands and restaurants have deals on ice cream to celebrate the day. Cold Stone Creamery is using National Ice Cream Day to entice consumers to sign up for their rewards program. Ice cream lovers who join by July 20 will receive a BOGO deal on National Ice Cream Day—plus, if they buy $30 in gift cards online, they’ll get a bonus $10 e-card.
Picnics are a classic summer pastime. Families and friends come together to spend time outdoors and indulge in their favorite summer foods. July has been “National Picnic Month” since 1952.
Bumble Bee Seafood, purveyor of the canned tuna every picnic enthusiast uses in their tuna salad, launched their “Bee Outside” campaign for national picnic month in 2017. The Bee Outside campaign provided an online hub of free picnic recipes for picnickers who want to impress with new twists on old classics. They also released a line of easily portable snacks for picnickers who want to spend less time preparing and more time outdoors.