Neighborhood parades. Red, white, and blue sparklers. Barbecues at the local park.
Independence Day, or the 4th of July, marks a celebratory day where people across the U.S. commemorate America’s beginnings as an independent nation. It’s also a time primed for small businesses to attract more customers and increase their sales. In fact, CNBC reported that the country spends over $7 billion on 4th of July festivities. Your business shouldn’t miss out on a piece of that pie.
To kickstart your 4th of July marketing efforts and prepare you for a successful holiday, read on.
Why You Should Plan 4th of July Sales and Promotions
Although much has changed since the Declaration of Independence was signed all those years ago, one thing remains the same: the 4th of July is a day to celebrate. Here’s why your small business should be a part of that.
- It’s one of the busiest days of the year – Thanks to vacations and school breaks, your customers have a lot more time on their hands to enjoy local businesses and foot traffic is at an all-time high. Enticing promos can draw those crowds off of the streets and into your business for your independence day sale .
- Staying ahead of the competition – Even if you don’t plan a July 4th sale, other businesses are likely to. That means you could lose out on potential customers by not partaking in the holiday fun.
4th of July Promotional Ideas for Your Business
Many summer marketing ideas will work wonders as an Independence Day sale tatic. But the following holiday-specific promotions can give your business an even better chance of flourishing on Independence Day.
Sell Items or Services Related to the Holiday
Instead of waiting for Independence Day to start your July campaign, consider all the lead-up to the holiday and capitalize on it. In the weeks before the 4th of July, you could start selling related products or services to help Americans prepare for the big day.
In 2017, Americans spent over $5 million on US flags alone, which should give you an idea of how much opportunity there is in selling themed merchandise. Think of ways your business can incorporate patriotic pride into your offerings to boost your sales. Nail salons could have a promo code for stars-and-stripes manicures; local jewelry boutiques could create special red-white-and-blue earrings—the list goes on for summer sale items.
Ideally, anything you promote on or around Independence Day can still be sold after the holiday to minimize potential losses. Take Peach Pistol Boutique as an example. The apparel store based in Tallapoosa, Georgia, has already started its campaign for a new “American Honey” line of clothes. The red, white, and blue garments were perfect for celebrating Memorial Day and can be used again on the Fourth of July and throughout the year.
Sponsor or Plan a 4th of July Event
No matter the size of your neighborhood, chances are there will be some festivities happening on or around the Fourth. Sponsoring a local event is a terrific way to create name recognition in your community. Just ask the Menghini Winery:
As a gold sponsor in the Julian, California 4th of July Parade, local winery Menghini Winery succeeds by spreading its name around the neighborhood. Sponsoring a local event is a community-minded opportunity, making it an excellent choice for businesses trying to build a positive brand image.
The cost is often fairly low, so be sure to contact the planners of your local celebrations and get your name out there.
Another way to promote your business on the 4th of July is to throw a celebratory bash yourself. The problem is that many businesses will likely have the same idea. So how can you make your Fourth of July sales event stand out from the rest?
Here are some tips:
- Give your customers what they want – The 2020 poll from the National Retail Federation found that close to 60% of Americans like to celebrate Independence Day with a picnic, cookout, or BBQ. Why not throw your own and invite your community to come to your BBQ? You can make margins on burgers and hot dogs, entertain the whole family, and create lasting memories that will keep customers coming back.
- Include live music – Playing tunes over a loudspeaker is easy, but it likely won’t increase your July sales event’s attendance. Booking a few local artists is a great way to partner with other members of your community and can add another level of excitement to your event. As a bonus, friends and fans of the bands will be more likely to come and see them perform and purchase items at your July 4th sale.
- Involve the whole neighborhood – Turn your Fourth of July blowout sale into a block party. The more businesses you include in the festivities, the better chances you have of increasing turnout at your summer sale. With a bit of planning and permission from the city, your business and the others on the block could join forces and plan a street party that draws in customers by the carload.
Encourage Festive Attire
If your business has a physical location, incentivize customers to come in by offering a July discount on select items to people dressed in their best 4th of July gear.
Building a small photo booth for your festive customers is another effective way to promote your business, as some will be excited to snap a few pics in your store and post them online. This kind of organic, word-of-mouth advertisement can help increase brand awareness and traffic.
Make the Whole Weekend Count
In 2021, Independence Day is on a Sunday. That means many Americans will also have the Monday off work. Capitalize on the long weekend by extending your promotion past July 4th.
Stretching your July deals out across the weekend or even the whole week can build momentum for your promotion. A one-day sale might be too short, and potential customers could miss out. If you run your Independence Day promotion for longer, you can increase your chances of cashing in on the festivities.
Military Discounts
If your business doesn’t already offer year-round military discounts, the 4th of July is the perfect time to do so. You can increase foot traffic while honoring those in uniform that helped America become—and stay—free and independent.
Should you already give discounts to military members, you could consider offering an additional discount around Independence Day.
How To Market Your 4th of July Promotions
Once you’ve solidified the details of your 4th of July sales, it’s time to market your business. A thoughtful marketing campaign can be the difference between a successful Independence Day promotion and a lackluster July day.
Start Early
Since the 4th of July kicks off so early in the month, it will benefit your business to start advertising your Independence Day sales in mid-June. The sooner your neighborhood knows about your festive offerings, the better. Many successful promotional campaigns allow at least three weeks of lead time.
Run an Advertising Campaign
There are several ways to approach a 4th of July advertising campaign.
- Print Advertising – The internet may dominate in a lot of ways, but print advertising can still be effective and affordable. Local flyers and newspapers are typically inexpensive for taking out ads, and they can be delivered to residents and other businesses to spread awareness for the July weekend.
- Email Campaigns – You’ve likely seen your inbox flooded by the big-box retailers’ promotional emails. This Independence Day, your small business can join in on this tactic. A bright, festive email or two leading up to your July 4th promotion can spark interest in your July blowout sale and help increase sales.
- Social Media Ads – Spending a little on an Instagram or Facebook campaign can be an effective way to reach current and potential customers. Advertising functionality allows you to target specific users, so you can tailor your ads to reach the right demographic in your area.
Promote Your Independence Day Ideas on Nextdoor
The 4th of July is all about celebrating America, its independence, and the freedoms we enjoy today. But the Fourth of July isn’t just a celebration of a nation’s history or a fight for independence—it’s a celebration of what truly makes a country: its people.
There’s no better way to connect with the people in your community than with Nextdoor.
The first step to building a relationship between your business and your neighbors is to create a Nextdoor Business Page. Once you sign up and customize your page, you can use Nextdoor business services to let your customers and neighbors know all about your July discounts, savings, and deals.
Signing up is free and easy, and the sooner you start, the sooner you can share your promotions and 4th of July deals with your fellow neighbors.
Sources:
NRF. Independence Day Data Center. https://nrf.com/insights/holiday-and-seasonal-trends/independence-day/independence-day-data-center
U.S. Census Bureau. QuickFacts: United States. https://www.census.gov/quickfacts/fact/table/US/PST045219
PBS. The History of America’s Independence Day. https://www.pbs.org/a-capitol-fourth/history/history-independence-day/
CNBC. Fourth of July Spending by the Numbers. https://www.cnbc.com/2017/07/04/fourth-of-july-spending-by-the-numbers.html
NRF. Independence Day. https://nrf.com/insights/holiday-and-seasonal-trends/independence-day
Claim your free Business Page to get started on Nextdoor. For resources on how to use Nextdoor to stay connected with your local customers, pertinent news affecting businesses, and more, follow us at @nextdoorbusiness on Facebook.
