The Rise Of Retail Holidays Exploring National Splurge Day And The Culture Of Promotional Freebies

National Splurge Day, a retail holiday falling on June 15th, represents one of many "made-up" holidays that have proliferated in recent years, often accompanied by promotional offers and freebies from various brands and retailers. This phenomenon, sometimes referred to as "Hashtag Holidays" due to their heavy social media marketing, has become an integral part of the retail landscape, with businesses strategically leveraging these occasions to drive sales and engage consumers. While the origins and effectiveness of such holidays may vary, they have undeniably created new opportunities for consumers to access special deals, discounts, and complimentary products across numerous categories.

What is National Splurge Day?

National Splurge Day is a retail holiday created largely through the efforts of Adrienne Sioux Koopersmith, who claims to have created over 2,000 such holidays. Unlike traditional holidays with historical or cultural significance, National Splurge Day appears to serve primarily as a marketing vehicle for retailers. The holiday is positioned as an occasion for consumers to treat themselves, with the concept of "splurging without spending" mentioned in connection with it, though retailers would reportedly prefer to encourage actual purchases.

The timing of National Splurge Day in June is not coincidental. According to marketing experts, June is not typically a strong month for retail sales, which tend to follow seasonal and holiday patterns. The holiday's placement in the calendar appears strategic, as retailers seek to boost sales during a traditionally slow period. As one expert noted, "National Splurge Day is just an excuse to drive retail sales that have been extremely soft this year due to the cold/wet March, May and so far, early June."

The Culture of "Made-Up" Holidays

The phenomenon of retail holidays extends beyond National Splurge Day to include numerous other occasions like National Doughnut Day, National Coffee Day, National Fast Food Day, and many more. Some of these holidays have more legitimate origins—National Doughnut Day, for example, was created as a fundraiser by the Salvation Army in 1938 to commemorate volunteers who served doughnuts to soldiers in World War I. Others, however, appear to be more recent inventions designed purely for marketing purposes.

These holidays have become so prevalent that they've earned the nickname "Hashtag Holidays" due to their heavy promotion on social media platforms. The creation of such holidays has become a recognized marketing strategy, with businesses recognizing the potential to generate buzz and drive traffic through themed promotions. Major retailers like Amazon have even embraced this concept, with Prime Day serving as a prime example of how a company-created holiday can become a major shopping event.

Retailer Strategies for These Holidays

Retailers employ various strategies when promoting these holidays, often tailoring their approaches to different consumer segments and sales objectives. For many businesses, these occasions provide an opportunity to:

1. Drive sales during traditionally slow periods
2. Introduce new products or menu items
3. Reward loyalty program members
4. Generate social media engagement
5. Collect consumer data through sign-up requirements

The promotional tactics employed can range from simple discounts to free product giveaways, with many requiring consumers to sign up for newsletters, loyalty programs, or follow social media accounts. Some offers are available to all customers, while others are targeted specifically to members of loyalty programs or subscribers.

Consumer Reception and Generational Differences

The effectiveness of these retail holidays varies significantly across different demographic groups, with generational differences playing a particularly notable role. Millennials, who have grown up with social media and are heavily targeted through these platforms, have shown particular sensitivity to what they perceive as inauthentic messaging.

"Millennials are sensitive to inauthentic messaging, and they're less materialistic than baby boomers," noted Beth Leavenworth DuFault, assistant professor of marketing at the University at Albany. This suggests that traditional retail holidays centered around materialism may not resonate as strongly with this demographic. However, millennials remain receptive to promotions focused on experiences rather than products.

"If a promotion changed the focus of the day to spending on a cool experience — travel, sports, concerts, cultural events — millennials could be receptive," added DuFault. This indicates that while traditional retail holidays may struggle to engage younger consumers, there are opportunities for businesses to adapt their promotional strategies to better align with millennial values and preferences.

Examples of Freebies and Deals from Similar Holidays

While specific National Splurge Day freebies are not detailed in the provided sources, several other retail holidays offer examples of the types of promotions consumers might expect:

National Chocolate Chip Day - Double Tree Hotel offers free cookies to everyone, regardless of reservation status - Nestle Toll House Cafe provides free chocolate chip cookies throughout the day - BJ's Restaurant & Brewhouse offers a free "pizookie" (cookie dessert) special when customers sign up for the Premier Rewards program

National Fast Food Day - Burger King offers cheesy tots for $1 for a limited time - Captain's D provides most popular dishes for $5.99 (valid through December) - Carrabba's gives away free lasagne to-go with the purchase of select menu items - Carl's Jr. features their new Beyond BBQ Cheeseburger with plant-based options

National Coffee Day - Major chains like Dunkin', Starbucks, and Peet's typically offer special deals, sometimes including free cups of coffee - Independent cafés frequently participate with buy-one-get-one offers or new menu items - Grocery stores and online retailers often provide markdowns on coffee beans, pods, and brewing equipment

These examples illustrate the range of promotional tactics employed during retail holidays, from complimentary products to discounted items and special menu offerings. The requirements for accessing these deals can vary, with some available to all customers while others require membership in loyalty programs or newsletter subscriptions.

The Future of Retail Holidays

As the retail landscape continues to evolve, the future of these made-up holidays remains uncertain. While some have become established traditions with annual promotions, others struggle to gain traction. The effectiveness of these holidays appears to depend on factors such as consumer relevance, authenticity of messaging, and alignment with brand values.

For businesses, the challenge lies in creating promotions that feel genuine and provide genuine value to consumers rather than appearing as transparent gimmicks. As one marketing expert noted about National Splurge Day, "It's a transparent gimmick with no clear objective except to 'make yourself happy'." This perception can undermine the effectiveness of such promotions, particularly with increasingly discerning consumers.

Conclusion

National Splurge Day exemplifies the broader trend of retail holidays that have become fixtures in the marketing calendars of numerous businesses. While the origins and motivations behind these holidays may vary, they consistently provide opportunities for consumers to access special deals, discounts, and complimentary products across various categories.

Understanding the dynamics of these retail holidays can help consumers make informed decisions about which promotions to pursue and how to maximize value. For businesses, the key to success lies in creating authentic, relevant promotions that resonate with target audiences while aligning with broader brand values. As the retail landscape continues to evolve, the approach to these holidays will likely continue to adapt, with generational preferences and technological advancements shaping their development and execution.

Sources

1. National Chocolate Chip Day Freebies
2. The Rise of Retail Holidays
3. National Fast Food Day Deals
4. National Coffee Day Promotions
5. Analysis of National Holidays with Deals