After the 4th

The fireworks are gone, but there are lots more July holidays to entice consumers

“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.”
— Stephen Leacock, Canadian Economist, 1869—1944

The economy being what it is, finding new ways to advertise your products and services is more important than ever. Recently we told you about some unconventional events that many advertisers could take advantage of to promote their products. These are events proclaimed by Congress and other groups during the year to promote their industry or cause.

While the best known July U.S. holiday is already behind us, many of these specially proclaimed dates below can be used to advertise your products, as well. For example, music retailers might want to take advantage of July being “International Blondie and Deborah Harry Month.” Nurseries might want to run a promotion for “Take Your Houseplant for a Walk Day” on July 27. And during this steamy season, who can resist the cool appeal of Air-Conditioning Appreciation Days (July 3–August 15).

Of course, some events are more whimsical—or more relevant—than others. However, there are celebratory events for just about every niche and business during the year. Here are some of the other events for July, as well as some of the business types that could take advantage of them:

• National Doghouse Repairs Month—Pet stores and hardware stores
• National Wheelchair Beautification Month—Medical supply stores
• National Grilling Month—Home and garden Stores
• National Ice Cream Month—Grocery and specialty stores
• National Horseradish Month—Grocery and specialty stores
• National Hot Dog Month—Grocery stores
• Tour de France Month—Bicycle and bicycle accessory stores
• Women’s Motorcycle Month—Motorcycle retailers
• International Chicken Wing Week (July 10–12)—Restaurants, grocery stores
• Gummi Worm Day (July 15)—Candy stores, florists
• Sinclair Lewis Week (July 12–18)—Bookstores
• Rabbit Week (July 15–21)—Pet stores
• National Baby Food Week (July 21–25)—Grocery stores
• World Footbag (hacky sack) Week (July 27–August 2)—Sporting goods stores
• Moby Dick Week (July 31–August 1)—Bookstores

Finally, we’d like to wish all of our advertisers a very happy “National Independent Retailers Week” (July 19–25).

— Colin Kingston, Listings Editor