Once Halloween is history, and everyone tires of candy, retailers turn their attention to Thanksgiving and the holiday shopping season.
During November and December, there are four days that stand out, and for me, there are four brands that are particularly memorable.
BLACK FRIDAY
The day after Thanksgiving has become known as "Black Friday," the day that all retailers look forward to all year long because it is the busiest shopping day of the year in the United States.
According to Wikipedia, "Black Friday is the Friday after Thanksgiving and traditionally marks the start of the Christmas shopping season in the United States. Many stores offer highly promoted sales at discounted prices and often open early, sometimes as early as midnight or even on Thanksgiving. It has evolved in meaning and impact over the years since 1869. Initially associated with workforce absenteeism post-Thanksgiving, it was reinterpreted by Philadelphia police to describe the shopping-induced congestion. Attempts at rebranding to "Big Friday" failed, and the term "Black Friday" solidified by the 1980s, referring to the pivotal point where retailers purportedly shifted from loss ("in the red") to profit ("in the black")."
Since so many shoppers line up outside Best Buy stores following their Thanksgiving meals in order to get free televisions or the best deals on electronics on Black Friday when most stores open early, Best Buy stands out as the most memorable brand on Black Friday.
SMALL BUSINESS SATURDAY
According to the Small Business Administration's website, "Small Business Saturday is a day to celebrate and support small businesses and all they do for their communities. When your dollars stay in your community, you help small businesses thrive and your neighborhood prosper. Founded by American Express in 2010 and officially co-sponsored by SBA since 2011, Small Business Saturday has become an important part of small businesses’ busiest shopping season. Historically, reported projected spending among U.S. consumers who shopped at independent retailers and restaurants on Small Business Saturday reached an estimated $17 billion according to the 2023 Small Business Saturday Consumer Insights Survey commissioned by American Express."
As a lifelong reader, I cannot walk by a bookstore without going in, and nine times out of ten, I will make a purchase. I especially enjoy visiting one-of-a-kind unique bookstores, and a local one is the Iliad Bookstore in Los Angeles, California. According to the store's own description, it is "one of LA's best used bookstores, and its two best bookstore cats." Heck, two of my favorite things are books and cats!
CYBER MONDAY
Over the years, Cyber Monday has become the online equivalent of Black Friday.
According to Wikipedia, "Cyber Monday is a marketing term for e-commerce transactions on the Monday after Thanksgiving in the United States. It was created by retailers to encourage people to shop online. The term was coined by Ellen Davis of the National Retail Federation and Scott Silverman, and made its debut on November 28, 2005, in a Shop.org press release entitled "Cyber Monday Quickly Becoming One of the Biggest Online Shopping Days of the Year." Cyber Monday has become the online equivalent to Black Friday and offers a way for smaller retail websites to compete with larger chains. Since its inception, it has become an international marketing term used by online retailers around the world."
In late November 2005, The New York Times reported: "The name Cyber Monday grew out of the observation that millions of otherwise productive working Americans, fresh off a Thanksgiving weekend of window shopping, were returning to high-speed Internet connections at work Monday and buying what they liked."
As a result of the Covid pandemic, it's much easier ordering items from Amazon than driving to two or three stores, sometimes four or five. Amazon is easy with a capital E-A-S-Y! But on Cyber Monday, the brand becomes even more of a good friend because it transforms the chore of holiday shopping to simple search, click, and buy.
GIVING TUESDAY
Hopefully, people have some money leftover following these three spending days in order to make a difference on Giving Tuesday.
According to Kathy Calvin, former CEO of the United Nations Foundation, "GivingTuesday is a counter narrative to Black Friday and Cyber Monday because it reminds us that the spirit of the holiday season should be about community and not just consumerism. The most meaningful gift we can give our children, loved ones, friends, and neighbors is the commitment to work together to help build a better world."
"New York’s 92nd Street Y was the catalyst and incubator for #GivingTuesday, bringing the expertise of 139 years of community-management to the project and providing #GivingTuesday a home. The United Nations Foundation joined as partners, bringing their strategic and communications clout to the project. Over 2,500 charities, volunteer organizations, corporations, and foundations came together in all 50 US states with one common purpose: to help others and incentivize ways to give more, give smarter, and celebrate the American spirit of contribution. Individuals were encouraged to be generous in whatever ways mattered to them, whether that meant volunteering at a local charity or by donating to a favorite cause."
Some in the nonprofit sector might think that year-long outreach consisting of direct mail letters or cards, newsletters, emails, and annual reports have a bigger impact than a single day with a focus on philanthropy. But let's not forget the impact of publicity – and everyone will be talking about their favorite nonprofits on December 3rd. The other important reminder is that social media will be on fire with the hashtag #GivingTuesday – and millennials, big social networkers, are future philanthropists. The "know your audience" mantra of marketing 101 requires that all nonprofits participate in #GivingTuesday with some type of campaign to target their existing and future donors.
For me, the League of Women Voters is an important nonprofit that deserves everyone's support, especially during this difficult post-election period for many. It's important to remember that, for our democracy to exist and flourish, we must all participate.
According to the League's website, "We believe in the power of women to create a more perfect democracy. That's been our vision since 1920, when the League of Women Voters was founded by leaders of the women's suffrage movement. For 104 years, we have been a nonpartisan, activist, grassroots organization that believes voters should play a critical role in democracy. We work to protect and expand voting rights and ensure everyone is represented. We empower voters and defend democracy through advocacy, education, and litigation, at the local, state, and national levels." During the 2024 Presidential election, the League helped to register voters and provided voter information on a myriad of ballot issues. There are over 700 local and state league chapters as well as the national League of Women Voters of the US based in Washington, D.C.
What brands stand out to you during this important week of commerce and philanthropy? Chime in and share.
SHARE THIS: You do not have to be a world leader – or even a billionaire – to make an impact. If we are going to turn things around, we all need to do our part to make it happen. Change starts with you. ~Ted Turner #DebbieLaskeysBlog #GivingTuesday
Image Credits: Iliad Bookstore, Best Buy, Amazon, and League of Women Voters.
Check out these three Thanksgiving-related posts on my blog:
What Brand Stands Out on Thanksgiving? (November 2022)
https://www.debbielaskeysblog.com/2022/11/what-brand-stands-out-onthanksgiving.html
What's Your Favorite Thanksgiving Brand? (November 2019)
https://www.debbielaskeysblog.com/2019/11/whats-your-favorite-thanksgiving-brand.html
Five Thanksgiving #BrandTips (November 2017)
https://www.debbielaskeysblog.com/2017/11/five-thanksgiving-brandtips.html
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