30-second summary:
- This 4th of July is coming at a time when the US is seeing waves of social justice protests.
- People who are extremely anxious and frustrated in the current climate will pay little attention to your cookie-cutter July 4th themed advertisement.
- What does this mean for ecommerce marketing and how can marketers?
- Instead of tone-deaf messages and empty platitudes, how can businesses walk the walk?
- Evelyn Johnson discusses how businesses need to keep peoples’ sentiments in mind as they try to drive their campaign home.
Independence Day this year will be the first big holiday after the relaxation of lockdowns across the US. While thanksgiving took place when most states had enforced strict social distancing protocols, Americans will celebrate the 4th of July with much more freedom.
Not to forget, this 4th of July is also coming at a time when the country is seeing waves of social justice protests.
But what does this mean for ecommerce marketers? For starters, the usual Independence Day campaign might not cut it anymore. People who are extremely anxious and frustrated in the current climate will pay little attention to your cookie-cutter July 4th themed advertisement.
So instead of generic Independence Day deals, you will have to take a new approach to Independence Day marketing.
Here’s how you can go about it.
Understand how people will celebrate this year
Independence Day celebrations have remained pretty much the same for decades. There are fireworks, barbecues, carnivals, parades, and a whole slew of activities. Some 4th of July stats[1] from last year show around 48.9 million travel on this day.
But due to the current outbreak, many people will avoid public gatherings this year. While there will still be parades and festivals, the scope of these events