How Chubbies Invented Its Own Holiday: Thighber Monday [Watch]

This is part of a twelve-episode series, Beyond Black Friday, where we take a look at the marketing strategy behind three ecommerce brands who are doing things differently and are successful in keeping the momentum going through the holidays, some in non-conventional ways.

One genius way to stand out to shoppers and separate your brand from the pack is by creating your very own holiday. At Chubbies, who is known for shorts for men, they created two of their own holidays: Thighber Monday and Julyber Monday.

While Julyber Monday was created as a way to get guys to buy fun new shorts in time for the 4th of July, I had a chance to learn more about their Thighber Monday sale which is, of course, the same day as Cyber Monday.

How Chubbies Structured the Holiday

The cornerstone of the Chubbies Thighber Monday sale is a series of hourly gift-with-purchase promotions. Chubbies doesn’t just throw the gifts up on the site each hour, though. Instead, they’ve crafted a smart strategy to get shoppers to sign up for the gifts they’re interested in advance.

Here’s a look at how they build their signup list and pre-event buzz.

1. Preparing Shoppers

Chubbies creates a video featuring all the gifts that will be featured on Thighber Monday. From there, subscribers can sign up to get a notification when their favorite gifts go live on the site.

2. Communicating Day-Of

Once the gift goes live on the site, Chubbies notifies app users first, as a reward for using their app. After giving app users a 30 minute head start, they send an email to notify customers who signed up from the video.

Changes Chubbies Has Made to Thighber Monday

Each time they execute an “iber” campaign (as they refer to the Thighber Monday and Julyber Monday sales), Chubbies adapts with changes for the following sale. For example, during Thighber Monday 2017, many customers wanted to participate in the fun, but at a lower price point. For 2018, Chubbies added more gifts that shoppers could activate at lower thresholds.

They have also cut back on push notifications and Instagram posts. At first, they sent notifications and posts for every single gift, but found that some of the them performed poorly. Now, Chubbies only sends posts and notifications about products that have a lot of signups and strong demonstrated customer interest.

"We try to be a little bit more strategic because even though the people who are interested in it, it’s a big exciting day of Chubbies for them, we also want to respect that those people probably have lives and jobs and other things going on."

Joey Avery, Ecommerce Content Manager, Chubbies

Get a Jump Start on Next Year

Are you inspired to start thinking about how your 2019 Black Friday, Cyber Monday can be better? Get a jumpstart on all you need to know to level up your Cyber Weekend strategy with the Klaviyo Academy Black Friday/Cyber Monday Crash Course.


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