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September 2020 is going to be very different from previous years. Some consumers are back to work and some are still working remotely. Children may or may not be back in the classroom. The ‘new normal’ during this pandemic means that consumer spending habits have changed. However, there are still ways to connect with your target audience this month and get them energized and excited about September’s holidays. Here’s how brands use September’s energy moments to connect with consumers.
Labor Day, the federal holiday in the United States celebrated on the first Monday in September to honor and recognize the American labor movement, is also summer’s last hurrah. Weekend getaways, BBQ’s, beaches and picnics are all on the to-do list for consumers. Giant retailers such as Home Depot, Best Buy and Kohls all offer sales for Labor Day.
Luxury lifestyle & gift company Aha played up the “end of summer” angle by offering consumers to indulge in “one last summer fling” before the end of the season. The deal was free shipping, but combined with the beachy colors and carefree tone, it’s almost impossible for shoppers to resist.
Oktoberfest is a Bavarian custom, but the holiday that started as a celebration of the marriage of a Bavarian crown prince has become a bavarian-themed festival that has caught on worldwide. While in person Oktoberfest celebrations are likely canceled because of the pandemic this year, there are still brands offering consumers deals. and specialty products so they can celebrate at home or in small groups.
Magazine retailer, Discount Mags, had a sale on all their magazine for Oktoberfest. Although there’s not a discernable link between magazines and Oktoberfest celebrations, many brands use the holiday as an excuse to give shoppers a discount and generate more sales. Sticker company, AllStickerPrinting, also used the holiday to give consumers a discount on stickers.
Fall is here and for advertisers, it opens up a world of advertising themes. From pumpkin spice, to Halloween, to Fall clothing line launches, brands have a lot of creative and fun ways to connect with consumers. Forbes has estimated that the pumpkin spice industry is worth 600 million dollars.1 You can’t mention pumpkin spice without thinking of Starbuck’s Pumpkin Spice Latte, or as it’s fans have deemed it, the PSL.
The PSL’s obsequiousness is a combination of a great product and great marketing. Starbucks announces when the PSL will be released each season, giving it’s customers something to look forward too. They also deploy whimsical ads that they know will resonate with their customer-base.
National Coffee Day isn’t just for coffee brands. Although mega-chains like Starbucks, Dunkin Donuts, Tim Hortons and Krispy Kreme tend to dominate the stage, there are plenty of ways other retailers can connect with consumers over their love of coffee. Taking to social media to wish consumers a happy national coffee day or post a funny coffee themed meme. Digital marketing agency, Swarm, posted a coffee themed image for the day on social media. The image shows the creativity and design prowess of the brand, and captioned the post with a whimsical quote. The clean lines of the image, fun caption and channel, likely resonated with their target audience.