St. Patrick’s Day has become one of the world’s most famous holidays, and it’s a huge event for retailers. In fact, nowadays, thanks to online promotion, it’s almost competing with the likes of Halloween and Valentine’s Day.
The buzz that surrounds St. Patrick’s Day every March doesn’t just have to be confined to that event, however. Indeed, retailers can learn from the power of its hype and create their own brand-related days at different times of the year.
The Impressive Power of St. Patrick’s Day Across Online Commerce
St. Patrick’s Day proves what’s possible when there’s enough online hype surrounding an event. The beauty of the Irish festival is that it’s promoted all year round in various ways, with a push towards even greater visibility in the lead-up to it.
This is highlighted in the online casino industry, where Irish-themed games are among the most popular titles. 12 Pots of Gold Drums Frenzy is one of a wide range of similar games that promote symbolism and themes from the Emerald Isle. Then, during the weeks and months prior to St. Patrick’s Day, new related games show up to raise awareness further.
E-commerce sites have jumped on the St. Patrick’s Day buzz too, and there are plenty of green promotions to be found in March. Thanks to the day being associated with joy and merriment, brands find it to be a great way to show their fun-loving sides.
Retailers Can Introduce Their Own Brand-Related Events
There’s a lot to learn about the St. Patrick’s Day buzz and how it manages to capture such a huge audience. One of the main things to note is that it’s brought to people in a simplified way. There’s not much delving into the history of the day and why people celebrate. Instead, there’s just a focus on enjoyment and Irish-themed colours and symbols.
The way that this day has become a retail sensation suggests that it could be done for other days as well. Companies can create their own special events related to their brands and use these for promotions at different times of the year. There are various existing examples of this to borrow ideas from, including Amazon Prime Day and Alibaba’s Singles’ Day, with the latter now being the largest shopping day in the world.
Building Events Over Time Is Key
Retailers who want to try to build their own mini St. Patrick’s Day promotional events should think about their own brand and what they can do with it. It could be something as simple as a company with a blue logo hosting an annual blue sale or naming a day after the company.
The key to doing this well is to plug away at it over several years and try to develop some lore around the event. Promotions can be designed to encourage social media sharing, as this can improve the chances of something going viral.
Promotions are a key part of e-commerce, but special days dotted throughout the year can have an even greater impact. It may be wise for brands to learn from St. Patrick’s Day and try to develop similar hyped-up events.
