August Marketing Strategies: Leveraging Key US Events and Trends

xWhile the summer months often experience a lull in sales, the end of August can bring a more positive outlook for online sellers targeting the US market. As Americans prepare for back-to-school [hyperlink to back-to-school blog], seasonal transitions, and major sporting events, consumer activity starts to pick up.

By understanding and leveraging the key events and trends in August, sellers can strategically position their products and promotions to engage with a wide audience and boost sales as the market reawakens.

This guide provides insights into these opportunities, helping you craft effective marketing strategies tailored to the US consumer.

National Friendship Day

Duration: First Sunday in August (August 4, 2024)

Overview: National Friendship Day, established in 1935 in the US, celebrates the importance of friendships. Americans express their gratitude for friends by exchanging gifts and cards and spending quality time together. 

National Friendship Day is particularly effective for social media engagement because it naturally encourages sharing and interaction. Friends are inclined to tag each other, share personal stories, and participate in challenges and giveaways, all of which increase the visibility and reach of your posts. The celebratory nature of the day prompts emotional and meaningful content, which resonates more with audiences, driving higher engagement rates compared to regular posts. Additionally, user-generated content from these interactions boosts authenticity and trust in your brand, fostering a stronger community connection.

Insider Tip

• Offer options for customers to personalize items with names, initials, or special messages. Personalized gifts have a higher perceived value and make the presents more meaningful.
  
• Offer “buy one, get one” deals to encourage customers to buy gifts for their friends.
  
• Host a contest or giveaway on social media where participants must tag their best friends and share their favorite friendship stories or photos.
  

Featured Products:

📍 Apparels 📍 Mugs 📍 Canvas 📍 Poster 📍 Tumblers 📍 Glass Can 📍 Blanket 📍 Pillow

National Relaxation Day 

Duration: August 15, 2024

Overview: National Relaxation Day, created in 1985, emphasizes the importance of taking a break from the hustle and bustle of daily life. Activities promoting mental and physical well-being, such as yoga, meditation, and relaxation therapies, are popular.

An Advanced Dermatology survey revealed 97% of Americans recognize the importance of self-care, but 73% wish they had more time to do it.

Given this desire, quality pampering or self-care time are popular gifts. The top pampering gifts include massages, spa gift certificates, hotel or Airbnb gift cards, manicures, pedicures, and candles.

Insider Tip: 

• Promote relaxation and self-care products such as soy candles, blankets, and pillows. 
  
• Consider offering bundles that create a complete relaxation experience, such as a spa day kit. 
  
• Engage customers with content about the benefits of relaxation and self-care.

Featured Products:

📍 Candles 📍 Blanket 📍 Pillow📍 Doormat 📍 Apparels

World Photography Day

Duration: August 19, 2024

Overview: World Photography Day is celebrated annually on August 19th to commemorate the French government's purchase of the daguerreotype patent on that date in 1839. In the US, people participate in photography contests, attend exhibitions, and share their work on social media. It’s a day for both professional and amateur photographers to showcase their skills and for photography enthusiasts to appreciate the craft.

Insider Tip: 

• Run promotions on photo reprints on wall art such as posters, canvas prints, and framed prints. 
  
• Offer cross-sells and bundles of the same or similar prints on product pairings (e.g. matching pillows and blankets).
  
• Run photo contests to encourage user-generated content and engage with your audience. 
  

Featured Products:

📍 Poster 📍 Canvas 📍 Framed Canvas 📍 Pillow 📍 Blanket 📍 Doormat

National Dog Day

Duration: August 26, 2024

Overview: Founded in 2004 by pet and family lifestyle expert Colleen Paige, National Dog Day celebrates all dogs and raises awareness about dog adoption. In the US, this day sees extensive social media activity, pet-themed events, and adoption drives. Americans celebrate by pampering their pets, participating in dog-friendly activities, and supporting local animal shelters.

For a better picture of the average dog owner and their spending, we found some Important stats from MarketWatch, the Bureau of Labor Statistics (BLS), the American Pet Products Association (APPA), the US Census Bureau, and more:

• Dogs are the most common type of pet in the US, with 65.1 million households claiming ownership.
  
• For 2023-2024, Millennials had the highest rate of pet ownership at 33%. Gen Z ranked at 16%, while Gen X comprised 25% of all pet owners and Baby Boomers at 24%.
  
• Rural Americans are more likely to own a pet (71%) than those living in urban areas (53%).
  
• White and Hispanic adults were more likely to own a pet than Asian and Black adults. 
  
• Those living with a partner or married were also more likely to own a pet than those divorced or never married. 
  
• The average US dog owner spends about $2,524 per year or $210 monthly on recurring pet costs.
  
• Pet-owning households in the West spend the most at $1,046 per year or 1.1% of their income.
  
• Women spend significantly more on pets compared to men ($575 versus $367 annually).
  

Insider Tip: 

• Promote pet products such as dog bowls and pet apparel. 
  
• Create content around dog care, training tips, and heartwarming adoption stories. 
  
• Partner with pet influencers and animal shelters to expand your reach.
  

Featured Products:

📍 Pet Bowl 📍 Pet Shirt 📍 Doormat 📍 Apparels

Major Sporting Events

Duration: August, 2024

Overview: August is a dynamic month for sports enthusiasts in the US, featuring a variety of major sporting events that capture the nation’s attention.

Paris 2024 Summer Olympics (July 26 - August 11, 2024)

According to Cox Media, the Summer Olympics can expect a massive global viewership, set to surpass the 3 billion viewers of the 2020 Tokyo Olympics. Due to complementary time zones to Europe, higher engagement is expected of US audiences. Cox Media also shared that the majority of US viewers fall between the 50 and 64-year-old age bracket, and 69% of them have at least some level of college education.

US Open Tennis (Dates: August 26 - September 8, 2024)

The US Open is one of the four Grand Slam tennis tournaments and is highly anticipated by tennis fans in the US. The event attracts a wide audience, from avid tennis followers to casual sports fans. According to PredictHQ, there will be a predicted attendance of 800,000 people with event spending estimated at $626,895,911 during the event in 2024.

NASCAR Cup Series Races (Various dates in August 2024)

While Nascar viewership has stagnated in recent years, it remains significantly higher than the average US viewership for Formula One races. Data and analytics firm Ampere estimates that 34% of NASCAR’s fanbase in the US is aged between 55 and 64, with concentration in southern and midwestern regions. The series’ strongest markets outside of the US are Mexico and Canada.

Premier League Season Start (August 17, 2024)

While based in the UK, the Premier League has a passionate following in the US, with fans building a strong culture around watching the league in the early hours of the morning. The Premier League has capitalized on this and launched dedicated social media channels specifically for US fans, gaining over 1M followers collectively.

NCAA College Football Kickoff (August 24, 2024)

The kickoff of the NCAA college football season is a major event in the US, especially in regions with strong college football traditions. College football has a dedicated fan base that eagerly anticipates the start of the season and its unique traditions. Some examples include:

• University of Alabama (Alabama Crimson Tide)
  
  • "Rammer Jammer" Cheer: This is a post-game tradition where fans chant "Rammer Jammer Yellowhammer" after a win, celebrating their victory and taunting the defeated team.
    
  • The Walk of Champions: Before each home game, the Alabama football team walks through a sea of fans from the buses to the stadium, a tradition that builds excitement and camaraderie among fans and players.
    
  • Bear Bryant Museum: Dedicated to legendary coach Bear Bryant, this museum is a pilgrimage site for fans, showcasing the history and success of Alabama football.
• University of Michigan (Michigan Wolverines)
  
  • The Michigan Marching Band and "The Victors": Known as the "greatest college fight song," "The Victors" is played as the team enters the stadium, igniting the crowd’s enthusiasm.
    
  • Touching the Banner: Before every home game, Michigan players touch a banner that reads "Go Blue – M Club Supports You" as they run onto the field, a tradition that symbolizes team unity and school pride.
    
  • The Big House: Michigan Stadium, nicknamed "The Big House," is one of the largest stadiums in the world, and the atmosphere created by over 100,000 fans is electric and unmatched.
• University of Notre Dame (Notre Dame Fighting Irish)
  
  • Touchdown Jesus: The mural of Jesus on the Hesburgh Library, visible from inside the stadium, has become an iconic symbol of Notre Dame football.
    
  • Play Like a Champion Today: Players touch this famous sign as they exit the locker room, a tradition started by legendary coach Lou Holtz to inspire and motivate.
    
  • The Fighting Irish Band: The band’s performances, including the “Victory March” and the pre-game “Trumpets in the Dome” event, are integral to the game day experience and school spirit.
    

Americans celebrate these sporting events with a mix of fervor and festivity. Viewing parties, fan gatherings, and extensive media coverage are common, providing numerous touchpoints for brands to connect with consumers. Sports merchandise, themed apparel, and related products see increased demand as fans show their support for their favorite teams and athletes. 

Insider Tip: 

• Create themed products celebrating these sporting events, such as limited-edition items featuring national flags and popular sports.
  
• Engage with sports fans through targeted ads, interactive content, and partnerships with influencers or athletes. 
  
• Highlight the excitement and communal spirit of these events to create compelling marketing narratives that resonate with US consumers.
  

Featured Products:

📍 T-shirt 📍 Sweatshirt 📍 Tumblers 📍 Mugs 📍 Poster📍 Yard Sign📍 Flag

Conclusion

August presents numerous opportunities for boosting sales by leveraging special holidays and significant sporting events in the US. Sellers should plan ahead and capitalize on these marketing opportunities to engage with a wide audience and drive sales.

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