Dick's Sporting Goods had several holiday promotions at the end of 2015 in order to make itself more competitive in the sports retail market.
The holiday promotions, which were announced at the beginning of November, included sales and deals for Thanksgiving, Black Friday and Christmas. For Thanksgiving and Black Friday the retailer chose to offer extended shopping hours, excellent markdowns and the chance for 200 people to win a $500 gift card. Immediately after these holidays, the company held a 'Cyber Week sale' where it offered hundreds of deals on its online store. Then in the Christmas spirit, the company offered a '12 Days of Deals' promotion. In order to put people in the Christmas spirit, the retailer offered a chance for them to donate to the youth athletic programs that the company helps to support. To further market itself, Dick's Sporting also offered prizes to customers who posted photos of themselves in-store along with the hashtag '#GiftThatMatters.'
The holiday season can be very expensive and by offering several chances for people to receive deals while contributing to good causes, the company managed to market itself as both customer-focused and wholesome.
Charitable Holiday Promotions
This Retailer's Holiday Deals Include In-Store and Online Plans
Trend Themes
1. Extended Shopping Hours - Opportunity for retailers to extend their operating hours during busy holiday seasons, providing convenience for customers and increasing sales potential.
2. Cyber Week Sales - Opportunity for retailers to offer online-exclusive deals and promotions during the week following Black Friday, tapping into the growing trend of online shopping.
3. Cause Marketing - Opportunity for retailers to align themselves with charitable causes, allowing customers to contribute while shopping and enhancing brand image.
Industry Implications
1. Retail - Retailers can adopt extended shopping hours and online-exclusive deals to capture greater market share and drive sales during holiday seasons.
2. E-commerce - Online retailers can leverage the Cyber Week sales trend to attract more customers and boost online sales during the holiday shopping period.
3. Non-profit - Non-profit organizations can collaborate with retailers for cause marketing campaigns, creating win-win scenarios that generate funds for charitable initiatives.