Posted May 17, 2011 3:00 pm by with 1 comment

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Memorial Day is one of the few holidays that encourages relaxing around the house. You don’t have to buy a gift. You don’t have to make dinner reservations. At most, you may have to throw some steaks on the grill, but no big hardship there, right?

Maybe that’s why people are in the mood to shop online come Memorial Day. According to Experian CheetahMail, Memorial Day emails have the highest transaction rates of any holiday.

The report states that Memorial Day has a higher level of pre-holiday browsing and that transactions peak one week prior and on the holiday itself.

Personally, I do think of Memorial Day as a shopping holiday. I even put off a big purchase from Best Buy this month, figuring that they’d have a huge sale for the upcoming holiday. It’s also one of the few holidays where buying for ourselves and our home outweighs buying for others, so why not pick up that patio set at half off?

To take full advantage of the sales period, Memorial Day promo emails should focus on the outdoors, family time and barbeques. Take a look at your product or service and figure out how you can position it to fit in with summer fun. Then send that email out by Friday, because Memorial Day is less than two weeks away.

  • “one of the few holidays where buying for ourselves and our home outweighs buying for others”

    This is actually a very good consumer insight. The reasoning behind why people are shopping affects the messaging strategy of companies targeting them. The better you can align your product with the consumer’s intentions, the better chance you have of selling to them.