Phoenix retailer, PJ’s Flowers & Events, generates a sales and general awareness with a “buy a dozen, get a dozen” promotion to celebrate six months until Valentine’s Day.
You’ve heard of Christmas in July and half birthday celebrations. PJ’s Flowers & Events in Phoenix, Arizona has a special take on the off-season holiday concept with its annual “Cupid Returns” promotion.
Back in 2011, owner Tony Medlock, AAF, AIFD, PFCI, AzMF, decided to observe the six-month anniversary of Valentine’s Day with a 50 percent discount on rose arrangement. (Customers can choose between a dozen roses or $40 or two dozen for $80.)
As he does with the February holiday, Medlock offers the promotion for several days, August 14-16. He advertises through email marketing and social media, playing up how surprised and elated significant others would be to receive flowers out of the blue in the middle of the summer.
Cupid’s Return typically nets a couple dozen sales. “In our best year, we sold 40 arrangements. The worst, when August 14 fell on a Saturday, we sold 5,” Medlock said. This year, he pre-sold six arrangements back in February.
He said his primary motives are engagement, staying top of mind in the community “and giving the staff something to do on a slow 105-degree day!”
