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

  • Holiday Recipes

  • Coupon Content

  • Shopping Content

Labor Day Audience Segments

These segments can be used uncoupled in your own DSP

  • Holiday Cooks

  • Grocery Buyers

  • Household Cooks

  • Recipe Content

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.

Getting to a creative strategy for your Labor Day advertising campaign

Finding the right advertising agency to launch your Labor Day marketing campaign can help you get your fall merchandise in front of customers as they enjoy a long weekend.  Since so many companies offer Labor Day sales, you will need to think of a creative strategy that will get customers in the door.  Gourmet Ads can help you find the perfect idea for your products, and help you create an effective labor day advertising campaign.

A Brief History of Labor Day Advertising

The history of Labor Day can be found in Boston’s trade unions, back in 1878. After this, Labor Day was signed into law by Grover Cleveland following the Pullman Strike. It is celebrated on the first Monday in September each year and is a chance for working Americans to enjoy a long weekend at the tail end of summer. Labor Day is typically a time for families to enjoy the last days of summer together.

When it comes to the things people want to do for the celebration of Labor Day, you’ll find that people are looking for fall items they can enjoy with their families. Think barbecues, traditional grills, and the trimmings that go with outdoor family events. The same goes for activities – people enjoy time playing ball, garden activities, and playing around together.

Labor Day is also a time when people consider the service industries that help to keep the nation safe. This includes Armed Forces and service personnel, Emergency Services, and local groups and unions, including local teachers. This time of year is also often when people consider back to school time, as it’s considered the last weekend before the end of the summer.

Let’s Get Started ! 

Let the Gourmet Ads team walk you through all the options available to ensure that your Food, Supermarket, Beverage or Kitchen campaign has the best possible combination of Premium Guaranteed Inventory, First Party Data and Programmatic elements.

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