The great thing about birthdays is that everyone has one — customers, businesses and even pets.  And everyone enjoys a little extra attention on their special day, no matter what their age.

We offer our customer rewards program shoppers a wrapped gift on their birthday, and it is surprising how many stop in to get theirs.  We send out a large mailing of birthday postcards at one time to all of the customers celebrating that month.  Instead of offering a gift, we could invite these customers to stop in for a discount on their purchase the day or week of their birthday.

The town of Spring Green, which is located near our home of Madison, WI, has taken this concept one step further and is branding itself as “The Birthday Town.”  Anyone visiting Spring Green (which is a charming town any day) on their birthday is welcome to visit the shops and restaurants to be “showered with special discounts.”  All that is required is a photo ID verifying the recipient’s date of birth.  There is a long printed list of special offers, gifts with purchase and even free chocolate that await any shopper on his or her birthday.

Stores have birthdays too, of course, and treating your customers to cake or other refreshments is a great way to make them feel included in your celebration. You might also have store-wide specials that day, and perhaps a birthday party goody bag to hand out to those attending.

If your store focuses on gifts for dog and cat owners, why not have a monthly birthday party for these special pets? Or perhaps you could have your customers register their pets’ birthdays with you, and send out a card inviting them to stop in for a small gift, or a dog or cat treat, the week of the event. Since pet owners sometimes host parties of their own for their cat or dog, be sure to make it clear that you have appropriate party favors and decorations available.

And of course you don’t need to focus on an actual birthday to host a special event in your store.  The festive idea of an unbirthday was introduced in Through the Looking-Glass (of Alice in Wonderland fame) with the "Mad Tea Party."  This event can be celebrated on any day that is not your birthday — and every year gives you 364 of those!

Happy Retailing,

Carol “Orange” Schroeder