Labor Day, the unofficial end of summer, is defined by shortening days, cooling temperatures, and the final opportunity to wear your favorite white pants.
Labor Day weekend is a great time for backyard barbecues, relaxation, and… your marketing!
With the long weekend, people have the opportunity to unwind and relax, signaling a valuable opportunity for you to get in front of your audience when they are more receptive and not so busy with the usual day-to-day grind.
Are you ready to fire up the grill and your marketing efforts for the fall transition? This blog is your go-to guide to making the most of your marketing dollars on Labor Day 2025.
What is the Best Time to Start Labor Day Marketing?
When it comes to your marketing timeline, you never want to wait until the last minute!
Think of it like this: You’re the host, and your campaign is the invitation to your very own Labor Day party!
You want to make sure to get the invites out on time, so your party roster is full.
Your customers are thinking about and making plans for their holiday weekend ahead of time. They want to build their own agenda around shopping and festivities, and many of them want to do it weeks in advance.
So, when is the best time to get your campaign deployed? Plan to kick off your Labor Day marketing campaign by late July or early August.
Earlier planning will cater to those early bird shoppers, while also helping to build anticipation, and avoid your campaign getting forgotten in the last-minute shuffle.
Labor Day Marketing Statistics
- 67% of U.S. consumers said they’d celebrate Labor Day in 2024.
- Almost 90% of consumers plan to spend on shopping during this time. While 60% will spend $100 or less, 30% will spend more than $100 on Labor Day.
- Gen Z and millennial celebrators are more likely to go out to eat (16% vs. 10% for all celebrators), order food for takeout or delivery (16% vs. 8%), and go out for drinks (19% vs. 8%).
- Labor Day shopping lists include food (88% of celebrators plan to purchase), alcoholic beverages (52%), non-alcoholic beverages (38%), party supplies (16%), and candy (13%).
- 36% of U.S. consumers expect to shop during this year’s Labor Day sales, with sales fairly evenly split between in-store and online. 36% plan to shop online sales only, 28% plan to shop in-store sales only, and 36% plan to shop both.
Labor Day Marketing Ideas for 2025:
Here are some marketing ideas to consider for your Labor Day campaign:
1. Get Creative with Themed Promotions & Discounts
Labor Day weekend has become known for its noteworthy sales.
Consider including promotional offers in your Labor Day strategy. You can offer a limited time discount, launch your end of summer sale, include a freebie with purchase, or try a BOGO offer. Remember, it’s your chance to get creative with the holiday, and to offer promotions that draw your shoppers in.
For example, a “Farewell to Summer Sale” with discounts on your summer-related items (like outdoor furniture, swimwear, or grilling accessories) is a great way to play on the end of the warmer season. You could also run a discount that matches the spirit of the holiday and call it your “Weekend Warrior Sale.”
Our Tip: Use phrases like “This weekend only!” or “While supplies last!” in your messaging to motivate your customers to come shop and spend their long weekend with you.
2. Invest in Direct Mail
Direct mail marketing is a surprisingly effective way to connect with your audience this Labor Day. A well-crafted direct mail piece is the perfect way to stand out.
You can make the most of your mail piece, by targeting your efforts. Segment your audience, based on demographics, past purchase history, or geographic location. Offer personalized coupons and CTA’s that drive your customers to a holiday-themed landing page with exclusive discounts. Or a QR code that links directly to your online store, with an added promotion.
One idea is to send a mailer to new movers sharing your brand, along with relevant deals and specials. Welcome them to the area and let them know that your Labor Day furniture sale could be a great opportunity to furnish their new home, at discounted rates. You could include an exclusive new mover delivery deal, along with a list of the best local places to celebrate the holiday.
Our Tip: Always personalize beyond the name, tailoring your mailer around relevant demographic and psychographic information.
3. Bundle Deals & Packages
Consider using Labor Day weekend to get rid of your seasonal inventory.
You can create bundles of complementary products and offer them at a discounted price. A fun idea for a home improvement retailer could be offering the “Backyard BBQ Bundle,” including items like grilling tools, a bag of charcoal, and condiments.
Coming from the fashion world, I always loved creating “Weekend Getaway Bundles” which usually included a weekender bag, resort wear pieces, and accessories.
The bottom line? Bundles can encourage your customers to buy more, while offering them value and convenience.
Our Tip: Use these bundles to up your UPT; include items that you have bulk of and products that won’t be relevant to your inventory in the upcoming season.
4. Run Social Media Contests & Giveaways
Use a contest or giveaway to attract weekend celebrators.
Give away one of your products or services in exchange for your customers’ engagement; likes, comments, tags, and shares. It’s a win-win for you and for them.
Your use of an end of summer or Labor Day theme will encourage relevant user-generated content and increase your brand’s visibility as people share and tag friends.
For my boutique I would ask my followers to share their best Labor Day white outfits (made from pieces from my shop). They would have to tag us and share it with their feed, and in their stories. The winner would win a gift card to shop later.
I have also seen giveaways, leading up to Labor Day – one brand did a picnic basket with a bottle of wine and one of their mini charcuterie spreads. They had users tag friends, the more tags – the more entries. Even adding that someone would get 5 more bonus entries for sharing and tagging in their stories.
Our Tip: Hashtags like #LaborDay or #LaborDayWeekend can help you to reach more potential customers.
5. Slide into Their Inbox
Personalization is the key to sending emails around the holiday, and to the sales you’re promoting.
Segment your contact lists and send targeted Labor Day promotions to different customer groups. Use data to create relevant messages that are most likely to capture their attention and draw them in. Include content related to your customers’ past purchases or general interests.
By segmenting groups, like families with children or young professionals – you can target an offer that’s suited for them. You might send the family with kids a message that relates to family-themed festivities or back-to-school, whereas you would send the young professionals something about their weekend getaway or decorating their home for the fall.
Our Tip: Send a reminder email closer to Labor Day, to keep your brand and weekend specials top-of-mind for your customers.
Labor Day is not just a long weekend; it’s a holiday that is full of opportunities for your marketing strategy.
Use these suggestions and ideas to build a Labor Day marketing campaign that gets people excited, engaged, and spending it with your brand.
For additional ways to market around Labor Day and other holidays, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting your business with new homeowners through online and offline channels.
