It may not be Christmas in July, but World Chocolate Day on July 7 could be pretty close. And have you ever heard of World Singles’ Day? This holiday, which was completely made up by Chinese eCommerce giant Alibaba in 2009, churns up more sales than Black Friday. 
These holidays may seem obscure, but consumers love them. Aside from being a fun excuse to Instagram pictures of puppies and donuts, these seemingly random celebrations are a great way for consumers to feel connected to people and brands who align with their interests, humor, and lifestyle. And, from a business perspective, it’s a great way to encourage viral sharing and shopping when you need it most
Timing is everything
Consider Singles’ Day, which started as a witty shout-out to the large population of uncoupled Chinese gentlemen. Now this “anti-Valentine’s Day” attracts shoppers from around the globe before the start of the Lunar New Year, a traditionally slow time for Eastern retailers.
American companies have caught on to this trend as well. Amazon’s Prime Day was also created in the middle of July, presumably to boost summer sales before back-to-school season kicks off.
What’s worth celebrating?
How do you replicate this model? Of course, not every business is equipped to make up a holiday like these two retail giants. However, there are plenty of obscure annual events in place to chose from. (This downloadable holiday calendar by HubSpot is a great place to start your search.)
Choose things that are easy to visualize and promote across your marketing channels. And, as is the case with most things marketing related, timing is everything. You want to promote (or create) holidays that are a good match for your audience and their shopping trends. If sustainability or eco-friendly features are a cornerstone of your brand, for example, then tying Earth Day into your marketing strategy would be a great fit.
Participating in the celebratory hubbub of the right event can make your brand appear socially aware, present, and agile — and help you lock in customer loyalty. Use social media and your catalog to turn these obscure days into big dollars!
