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  • February 16, 2011

Season Finale: Thanksgiving 2010

A look back on seasonal trends, email activity and standout B2C marketing:

Start to finish: The first reference to Thanksgiving was on Oct. 3. The final reference was on Dec. 2.

The biggest day for Thanksgiving emails was Thanksgiving Day itself, Nov. 25, followed by Wednesday, Nov. 24. Retailers sent the majority of their Thanksgiving-themed emails after Nov. 9.

Click to view the Thanksgiving 2010 retail email distribution curve larger

Most interesting email: This past Thanksgiving season was pretty dry, but on Nov. 15 Cooking.com sent an email promoting their Thanksgiving Scavenger Hunt that was interesting. The design looked eerily similar to the campaign Petco ran last summer (see Aug. 16 AM Inbox), which itself was surely inspired by Buy.com Tweet n Seek game (see June 25, 2009 AM Inbox). I’ve been openly skeptical of big, involved social media campaigns like this during the holiday season when consumers are so time-pressed, but perhaps this campaign got in just under the wire before the real crush of holiday shopping descended on everyone.

Click to view this Nov. 15, 2010 Cooking.com email full-sized

Noteworthy trend: It was interesting that there weren’t any Thanksgiving email series. There was nothing more cohesive than a couple of countdowns to Thanksgiving. For a great example of a Thanksgiving email series, check out Crate & Barrel’s from a couple of years ago (see the Thanksgiving 2008 Season Finale for the last email in the series and the Oct. 31, 2008 AM Inbox for the first email of the series).

Standout subject lines:
Cooking.com, 11/24 — You Voted: Top 5 YUMMIEST Thanksgiving Sides‏
Brookstone, 11/15 — Save $160: "This won't hurt a bit, Turkey!"
Omaha Steaks, 11/18 — As seen on Good Morning America - Thanksgiving Dinners starting at just...
Williams-Sonoma, 11/10 — Under $20: Easy, Impressive Thanksgiving Pies‏
Bed Bath & Beyond, 11/19 — Entertaining ideas from Real Simple and Bed Bath & Beyond‏
Williams-Sonoma, 11/18 — Shop Thanksgiving Time Savers: Turkey Gravy Base, Pumpkin Butter and More‏

Read previous Thanksgiving Season Finales: 2009, 2008, 2007, 2006

Explore Thanksgiving tag.
BROWSE... Archive / Post Categories / Selling Seasons / Topics Covered / Retailers Tracked

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