In the USA, Independence Day is about far more than BBQs and fireworks. It’s a day marked by expressions of patriotism, unity, democracy, remembrance, and cultural identity, values that are embedded in everything we feel, see, and do.
According to the National Retail Federation, 87% of people planned to celebrate Independence Day last year. And, in keeping with BBQs being the most popular way to celebrate, they intended to spend more than $90 per person on celebratory food items.
Shopping is clearly a key part of Independence Day celebrations and retailers need to tailor their marketing strategies appropriately. Let’s consider some key marketing tips for brands and retailers preparing for the July 4th holiday.
Create a compelling and colorful in-store experience
Stopping power is the ability to attract, interrupt, and engage shoppers in a variety of ways. This can mean creating eye-catching packaging, or visually appealing and interactive displays.
When it comes to the July 4th holiday specifically, it’s all about the patriotic colors. While it’s impractical to repackage products with red, white, and blue, stars and stripes, leveraging existing packages with those colors and assembling creative displays could be an easy way to grab shoppers’ attention.
- Create eye-catching horizontal and vertical displays with packages that are predominantly red, white, and blue. Stars or stripes can be created by laying out packaging flat on a table (e.g., jars) or vertically (e.g., sturdy boxes or cans). Showing their deep care for the holiday by purposefully designing intricate packaging, Molson Coors has produced beer cases that create a flag when properly stacked together.
- Reflect on the fireworks theme by creating displays that feature packages designed with fireworks, sparkles, or shiny features. July 4th is the perfect occasion to feature Firework Oreo cookies!
- With a backdrop of flags, create a celebration section of product packages that feature stars or stripes.
Understand your patriotic audience
Knowing the emotional side of your audience is always key to a successful shopper marketing experience. In particular, the July 4th holiday is all about patriotism, unity, sacrifice, and remembrance. This day brings out a strong sense of national pride for many, and honors the sacrifices made by those who fought for our independence. As such, there are two key components brands can focus on.
First, ‘Made in the USA’ can be a key focus. Brands and retailers that were born and raised in the USA have a perfect opportunity to reflect on their own experiences as a growing brand. This includes brands like:
- Darn Tough: A brand that prides itself on the fact that it is “Still made in Vermont, USA.”
- Stetson: Which shares that it is celebrating over 150 years of genuine American heritage.
- Wrangler: Which describes itself as enduring American freedom.
- This year, Yeti’s marketing campaign reminds shoppers that their products are designed to keep you going without worry as they offer “Independence for days.”
Second, brands that have actively supported veterans can use this opportunity to share their efforts and spread their cause even further. These brands can share with shoppers their efforts to offer discounts to veterans, partner with veteran’s charities, or create unique employment opportunities. For example:
- Black Rifle Coffee: As a brand founded by veterans, Black Rifle Coffee is proud that they “develop our explosive roast profiles with the same mission focus we learned as military members serving this great country and are committed to supporting veterans, law enforcement, and first responders.”
- Home Depot: Offers employment opportunities and specialized training programs for veterans, and also funds projects that support veteran housing and community service.
- Starbucks: Is committed to employment strategies, and has hired over 40,000 veterans and military spouses since 2013. They’ve also awarded more than 300 neighborhood grants to support local nonprofits in veteran and military communities.
- Southwest Airlines: Provides numerous opportunities for veterans and actively recruits military personnel. They also support veteran-focused organizations and initiatives through charitable contributions.
Increase findability with a July 4th search option
For digital shoppers, expand on the basic product search bar by adding July 4th options to the traditional size and color search criteria. Make it easy for shoppers to find products that feature red, white, and blue, or stars and stripes even if those products don’t necessarily proclaim July 4th. A quick search on the Target website reveals a broad range of red, white, and blue, star spangled clothing and cook-out items for anyone searching for July 4th items.
Summary
Independence Day offers brands a distinctive opportunity to connect with customers through relevant and impactful shopper marketing strategies. By aligning marketing efforts with the themes of patriotism, unity, and remembrance, brands can attract consumer attention and boost sales. Understanding the July 4th audience deeply, coupled with creating engaging shopper experiences that reflect patriotic motifs, can significantly drive growth and enhance brand loyalty during this festive period.
If you’d like to validate that your seasonal displays stand out and drive sales during the holiday or more generally learn more about shopper behavior, connect with our shopper experts. And, check out our signage and display principles deck.
