Thursday, June 21, 2012

A new shopping holiday?

Americans know when to expect good deals on retail shopping like on Black Friday or Cyber Monday. The print publication Teen Vogue is looking to add another shopping holiday on the calendar called Back-to-School Saturday.

According to the New York Times, August 11th is the set date and is intended to be a full blown event for shoppers with sales, samples and events in the stores and/or malls. Teen Vogue has gotten many of its advertisers, like American Eagle Outfitters, Express, H&M, Cover Girl, Olay, and Staples, to participate.

The magazine will be rolling out with a strong print and digital initiative in July. One of the digital plans will be an iPhone app called the Teen Vogue Insider.

The push behind the event is to help the magazine and retailers get in front of their core audience in a relevant way. Executives believe that Americans are showing growing interest in event-based shopping. The intention is to get Back-to-School Saturday recognized as a national holiday.

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