Labor Day Advertising
The original intent of Labor Day was to provide a holiday that would honor the social and economic achievements of American workers. Essentially, it was intended to be an annual national tribute to the contribution’s workers have made to the strength, prosperity, and well-being of our country. This is a great time to offer end of season deals for customers, as well as providing an opportunity for customers to support any charities that your company may be connected with. As it is recognized as a federal holiday, all Government offices (including banks and the post office) are closed. There is often city or town-based celebrations, such as fireworks displays, but this day is more seen as an opportunity for Americans to be with their loved ones at home.
Labor Day Advertising Strategies & Targeting
From a Media Planning and Buying perspective, Gourmet Ads recommends for brands wanting to engage and influence Grocery Buyers using Contextual Targeting and Audience Targeting for their Labor Day Advertising Campaign.
Labor Day Contextual Targeting
Labor Day Audience Segments
These segments can be used uncoupled in your own DSP
Labor Day Dates
Labor Day in the USA falls on first Monday in September each year.
2019 – Monday, 2nd September
2020 – Monday, 7th September
2021 – Monday, 6th September
2022 – Monday, 5th September
2023 – Monday, 4th September
2024 – Monday, 2nd September
2025 – Monday, 1st September
Whats the Message in your Labor Day Advertising ?
For advertisers, Labor Day offers a number of opportunities to catch the eye of customers. No matter what you sell, there are ways to bring in customers looking for a great deal over the long weekend. The following are a few tricks that marketers should consider near Labor Day:
Clothing manufacturers and retailers should take advantage of the coming school year to bring in parents looking for good deals on clothing. Depending on the school district in your area, many students start school right after the Labor Day weekend. Bring in shoppers looking for last-minute deals on school clothing by marketing Labor Day weekend clothing sales to parents and teens.
Sporting goods retailers have an excellent opportunity to bring in fall-season athletes as well as winter activity enthusiasts preparing for the coming season. Fall sports such as football and softball are beginning at the high school and college level, and many families look forward to playing sports with families and friends during Labor Day. Activities such as camping, hiking, and fishing are popular over Labor Day weekend, and so advertising specials on these types of items prior to Labor Day weekend is an effective strategy.
Hardware stores can use Labor Day as a chance to bring in shoppers looking for fall lawn and garden items as well as dedicated grillers looking for the perfect grills and accessories. Since Labor Day generally marks the end of summer, it is the perfect time to bring in shoppers looking for everything from rakes and fertilizer to weatherproofing and repair items. Outdoor cooking is one of the quintessential parts of Labor Day for many families, and it’s a great time to help sell grills and related items to make room for fall merchandise. Some retailers use Labor Day as an opportunity to bring in shoppers with discounts for Armed Forces members, Emergency Services personnel, or any other group of working customers.
Grocery retailers can appeal to customers who are planning to entertain over the long weekend. Marketing strategies that work well over the long weekend include those centered on traditional grilling and barbecuing meals. Offering recipe ideas aimed at outdoor entertaining can be a good way to introduce customers to new products. However, Labor Day weekend is also a good time to market back-to-school foods for parents looking for breakfast and lunch ideas.