Throwback Thursday Email: Toys “R” Us
The holiday season is never far from the minds of many shoppers, which is exactly what this email is counting on.
Mailer Name: Toys R Us
Date Emailed: July 19, 2009
The subject line here - “Shop Our Christmas in July Sale!” - gets right to the point. The tactic – drumming up sales as the dog days of summer drag on – is hardly new. For decades, retailers of all kinds have routinely launched these sales events. This email was sent to consumers facing challenges in the midst of the Great Recession
First, the top of the email shows a circular-like image with a page turning over. It advertises the sale with “Back to Cool Savings!” Next to it, a Santa wearing shorts and sunglasses is eating an ice cream cone. Below, two items are listed. The dollar amount savings for each is highlighted in a holiday gift graphic. A button allows the customer to shop online immediately.
Finally, a block with copy in reversed-out white-on-red type promotes a one-day event. It’s on a Saturday exactly five months before Christmas with special deals and activities.
A sale during an otherwise slow part of the year attracts both bargain-hunters and highly-organized shoppers.