Labor Day Content Strategy
Ace your Labor Day email content with these ready-to-implement strategies. Enjoy!
Turn this three-day weekend into a shopping extravaganza with emails that appeal to back-to-school bargain-hunters, summer lovers, and cold-weather fans who are ready for a change.
Without the built-in rituals of Memorial Day and Independence Day to give you an angle for your email content, Labor Day makes you work harder to come up with something creative. So, appeal to what your customers might be doing or thinking about – quick getaways, getting ready for class, or one last long weekend of relaxation before resuming the routines of school and work.
Labor Day isn’t one of the National Retail Federation’s major retail holidays. But, it does coincide with two of the NRF’s top spending events (back to college at No. 1 and back to school at No. 3). With $82.8 billion at stake just in the United States, there’s still plenty to go around.
Here are some strategies to consider for your Labor Day emails:
1. Grab a share of the back-to-college market.
Everybody talks back-to-school, but the college market is bigger. The average college-shopping household will drop an estimated $969.88 this year (compared to $687.82 for K-12 households), and 11% of shoppers still have items on their lists just before or after they head back to Dormland.
Plus, they look for a wider array of products – home goods, small appliances, athletic gear, etc. Put together a selection of products that would appeal to college students or their doting parents. Offer a ship-to-campus option to boost the convenience factor (and reduce the load on overstuffed car trunks and U-Hauls).
2. Celebrate the long weekend.
Shoppers might be relaxing on Labor Day itself, but when they aren’t flipping burgers on the grill or watching baseball on TV, they’ll probably be scrolling through their inboxes.
And, what will be in those inboxes? Dozens – maybe hundreds – of emails competing with yours for their attention.
You have three days to capture your readers’ interest, so change up your message. One message can highlight your end-of-season deals that draw savvy bargain-hunters. With another, experiment a little. The email gallery at the top of this page includes an email from Ippolita, which ties a jewelry assortment to a road-trip playlist. Check it out to see why we think it’s worth copying.
3. Kick off the fall season with an editorial guide.
Although Autumn doesn’t occur until the third week of September, many of your customers are looking forward to cooler days and fall/winter activities and holidays. Spotlight notable pieces in your fall line, but package them into an editorial guide that tells your customers how to buy, use or wear the products instead of simply selling to them.
4. Send a Labor Day status update.
Labor Day is all about out-of-office, but not everyone gets the day off. Tell subscribers what they need to know, both to avoid unhappy surprises or offer a little serendipity if you’re keeping the lights on.
Things to consider: Can they still reach customer service or support even though your office is closed? Send a clever email (see the email gallery from Illustria at the top of this page). If you’re staying open, post your hours and link to your “find a store” page to help out-of-towners find your nearest outlet.
5. Celebrate your employees.
Labor Day was created to recognize the achievements of America’s working class and labor unions, but today it’s more about the long weekend than the people who gave us the 40-hour workweek and child-labor laws.
Why not use this occasion to recognize your employees? Customers love to see the faces behind your brand. Instead of sending another promotional email, use Labor Day to humanize your brand with photos of the people who help deliver a good customer experience time after time.