Family Dollar Makes Summer Worthwhile

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Family Dollar Makes Summer Worthwhile

By Samantha Nelson - 06/01/2020

Family Dollar is promoting a wide variety of seasonal products through a “Get Your Summer’s Worth” campaign.

The retailer introduced the theme on the front page of a digital circular showcasing deals on outdoor décor, grilling needs, party supplies for Memorial Day and Fourth of July celebrations, swimwear and other seasonal apparel, and sunscreen valid from May 3 to July 11. The circular spotlights private labels Pro Player, Tropic Sun and Family Chef. A home page carousel ad links to the circular.

A seasonal web page within familydollar.com employs the theme to spotlight the same products and also links to posts on the retailer’s Ideas & Inspiration blog covering topics including grilling tips and summer kids’ activities. A home page display ad links to the page.

Features running in the retailer’s May 10 and 17 circulars also used summer themes while drawing more attention to national brands including Clorox Co.’s Kingsford, General Mills’ Betty Crocker and Spectrum Brands’ Cutter.

This campaign follows Family Dollar’s typical summer marketing plan, which usually kicks off at the end of March. It’s an indication that while the COVID-19 pandemic may have delayed the retailer’s promotional activities, Family Dollar is now starting to return to its standard seasonal calendar.