Case Study
Weekends Only
overview
Weekends Only
Labor Day Sale
Weekends Only is a furniture and mattress retailer operating on a low- overhead business model with stores in St. Louis and Indianapolis. They are only open to the public Friday through Sunday, with the occasional Monday for special events.
Challenge
Increase sales during a three four-day weekend
Retailers love holiday weekends. Shoppers are conditioned to expect better deals and come out in droves—especially for important purchases like furniture.
Labor Day weekend o ered a rare opportunity for Weekends Only: an extra day open for business.
But it also o ered an equally big challenge: standing out from the cluttered furniture and mattress market to become the destination for furniture shoppers during one of the biggest shopping holidays of the year.
STRATEGIC INSIGHT
Save the date(s)
Weekends Only needed to build the anticipation of an extra day to save. Due to their unconventional hours of operation, website traffic needed to multiply. This way, excitement would be drummed up and the full array of deals could be highlighted leading up to the big weekend.
TACTICAL EXECUTION
Know Your Audience
Stealth combined its strong media relationships with data from the previous year’s Labor Day weekend ights to achieve the highest reach and frequency possible with a limited budget.
A complete multi-media campaign with TV spots, transit boards, email marketing and display ads all drove awareness and interest about the savings unique to Weekends Only shoppers.
Coordinated in-store and online signage was designed to maximize purchase behavior.
RESULTS
The work paid off (literally)
Weekends Only had a double-digit increase in sales from the previous year’s Labor Day weekend.
E-commerce and in-store sales soared due to heightened interest – with record-breaking revenue at multiple locations – thanks to Stealth’s expertise within the furniture industry.
