Holiday sales events and promotions are intended to boost retail sales. The obvious big event is the Christmas holiday season which seems to begin in October for many retailers. The event carries into January when merchandise goes clearance as retailers prepare for the next holiday event and the beginning of the Spring sales lines. During the remainder of the year, retailers also take advantage of other holidays by appealing to customers. These events just are not as extravagant in terms of time or advertising. Clothing stores conduct promotions at Easter to sell dresses, suits and related accessories. Grocery stores and discount retailers run special deals on candy, eggs, toys, and baskets. The 4th of July sales may be geared towards parties, cookouts, and summer themed goods like bathing suits. The sales don’t necessarily have anything to do with the holiday being celebrated they simply entice customers to come in for the low prices. Below are a few ads I found online for previous Memorial Day sales to illustrate my point:
- A furniture store: $1 Down and 60 months no interest
- A Home Improvement store: 10% – 30% Off Major Appliances $396 or more
- A Car Dealership: Memorial Day 100 Sale – Payments as low as $100/month
- A Grocery Store: Big Three Day Sale
Many of the ads feature red, white and blueprint as well as stars and stripes in attempts to appeal to the patriotism of potential shoppers. I understand the need for merchants to do everything they can to increase sales. Retail is competitive and in order to stay in business owners must take advantage of opportunities as they arise.
What I would like to suggest is that retailers look more closely at the holiday they are running promotional campaigns for. Try to see if there is some way to honor the holiday, specifically Memorial Day. I am suggesting that if a retailer is holding a Memorial Day sale they take the opportunity to honor the fallen soldiers for whom the day is remembering. This is no easy undertaking. I have seen restaurants that have attempted to recognize the sacrifices of the fallen with discounts and free meals for military veterans. Despite the good intentions, they get grief from some people (I assume they are veterans) who chastise them for not recognizing the difference between Memorial Day and Veteran’s Day. As a veteran, I appreciate the effort shown and think that the griping is misplaced. There are few ways they can recognize fallen heroes but a meal or discount is the form of appreciation they can offer.
What can a retailer do then to promote sales and keep to the spirit of the Memorial Day holiday? I would like to offer the following ideas:
- Offer a portion of each transaction to a non-profit agency that provides assistance to the widows and children of veterans who have fallen in combat. Just a few of the groups that help such families include:
Fallen Patriot Fund
www.fallenpatriotfund.org
Faces of Valor USA
http://www.facesofvalorusa.org/
Children of Fallen Soldiers Relief Fund
These are just three organizations that provide such assistance and there are many more out there.
- While it has been the source of some contention you could consider offering a discount of 10% or greater to service members or veterans who can show a military ID or a copy of a DD 214 form (a document that shows a veteran has served).
- Consider setting up a display for Memorial Day, often called a Fallen Soldier Table, a White Table or a Missing Man Table. The effort will not go unnoticed by those who have served or the family members of fallen soldiers. The displays are not difficult to prepare https://www.veteranscaucus.org/index.php/events/memorial-day/america-s-white-table
- If taking a portion of a day’s sales is not in your budget, a donation can or collection jar with a designated charitable organization listed is an appropriate alternative.
- Finally, invite a veteran’s group such as the VFW (Veterans of Foreign Wars) to hand out poppies for a donation at your store. https://www.vfw.org/community/community-initiatives/buddy-poppy
The VFW uses the money collected to provide financial assistance in maintaining state and national veteran’s rehabilitation and service programs and partially supports the VFW National Home for Children.
The ideas are certainly not all-inclusive and you may find some other source of recognition of the sacrifices made by our fallen heroes. The point is that you honor the day and what it represents as you still run your sales and specials. Remember those who have made it possible for you to operate your business in a free country.
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