9 Labor Day email & SMS marketing examples to capture your customers’ attention

Profile photo of author Emily Riedy
Emily Riedy
11min read
Email marketing
July 12, 2024
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Labor Day doesn’t just mark the end of summer—it’s also a time of shifting priorities.

And boy, did priorities shift for Labor Day 2023.

While consumer spending for most holidays last year went up—Mother’s Day and Prime Day both had banner years—Labor Day spending was down for many major retailers, except Amazon. What gives?

One reason could be that Labor Day competes with back-to-school spending, which reached a new high in 2023 (and people started earlier to spread out their budgets).

Amazon may have been the only major retailer to see growth during Labor Day weekend because of their ability to offer steep discounts and convenience, which worked for a cost-conscious shopper.

But your brand, too, can capitalize on the holiday. Because Labor Day marketing campaigns hold so much more potential than one-and-done promotions. They’re also great opportunities to:

  • Build brand awareness and loyalty.
  • Run flash sales to get rid of spring and summer inventory.
  • Educate your audience on how to best use your products.

Here are 9 ideas to help you make the most of the holiday.

1. Clayton & Crume builds brand loyalty with freebies

In this Labor Day marketing email, leather goods brand Clayton & Crume offers to waive shipping and include 3 free products with every order. This special promotion removes potential buying obstacles (ahem, costly shipping fees) and helps buyers learn more about the quality of their materials.

Image shows a Labor Day marketing email from leather goods brand Clayton & Crune, featuring a cream color palette and the headline, “Labor Day gift!” The email body contains a close-up photo of the free gift in action—3 leather cord snaps—and the copy, “free shipping + 3 free cord snaps with any online order. Use code: LaborDay20.”

Image source: Clayton & Crume

Labor Day marketing tip: Who doesn’t love free goodies? It’s a win-win Labor Day retention marketing idea for your audience and for building your own brand loyalty.

2. Davines runs a contest to encourage $100 order values

Beauty brand Davines launched a seasonal giveaway with this Labor Day email. People were automatically entered in one of two ways: by placing a $100 order, or by following the brand on social media.

Image shows a Labor Day marketing email from beauty brand Davines, featuring a white and lavender color palette and the headline, “Labor Day giveaway.” The email copy includes a bullet list of the details of the giveaway bundle, product shots of each item included in the bundle, and details about how to enter. The CTA button at the bottom reads, “Follow us.”

Image source: Davines

Labor Day marketing tip: Like free samples, contests can help your audience get more familiar with your range of products.

Imagine you sell jam and honey. If a customer has only bought honey from you, but then discovers your jam through a giveaway, they might broaden their purchasing behavior in the future.

Combined with audience segmentation, this can be a strategic way to increase average order value (AOV) and build stronger bonds with your customers.

3. FabuLuxe makes the most of SMS

FabuLuxe, a women’s apparel boutique, makes the most of the expanded character limit in this Labor Day marketing MMS, which earned a high click rate. Here are a few things that are working well in this example:

  • It features a high-quality, slick product shot.
  • The image copy communicates all the most important information.
  • The copy below the image is short, informative, and to the point.
  • The call to action (CTA) is clear and easy to find.
Image shows a Labor Day marketing text from boutique FabuLuxe, which features a stylized product photo of several hats under the banner “Labor Day weekend sale: buy one, get one 20% off.” The body of the text reads, “FabuLuxe: Buy One, Get One 20% Off on our double sided color hats! Discount automatically applies at check out. Shop now.”

Image source: Klaviyo Showcase

Labor Day marketing tip: When sending MMS, which costs more than SMS, always follow SMS best practices. Doing this can help you grow your list, reduce churn, and increase your click rate.

Check out the Klaviyo template library for SMS outreach templates.

4. Duluth Pack sends an exclusive invite

Duluth Pack, an outdoor clothing and equipment brand, earned a high click rate with this Labor Day MMS. The message communicates a 40% off sale in honor of the holiday, but the real appeal is that SMS subscribers get first crack at the discount.

Image shows a Labor Day marketing text message from outdoor apparel brand Duluth Pack, featuring a graphic design image with the brand’s logo, the words “Labor Day sale,” and the dates of the sale. The message body reads, “Duluth Pack: Up to 40% off! Your invite to the Labor Day Sale is here. Be the first to access the Duluth Pack sale items now!”

Image source: Klaviyo Showcase

Labor Day marketing tip: Most consumers subscribe to only 2-3 brands via SMS. That means if you’ve got someone’s number, you’re special. Make sure you keep it—it’s precious real estate, right next to their podcast app and that text from their mom.

Make your SMS subscribers feel special by sharing exclusive, early-access offers with them. Make sure you track your results.

5. Edloe Finch wows their audience with aspirational imagery

Furniture brand Edloe Finch earned a high click rate with this Labor Day marketing email. We see a few reasons why:

  • The discount, length of the sale, and the CTA button are all above the fold.
  • The email features no less than 9 high-quality product shots, all showcasing bestselling products in thoughtful, appealing ways. The subscriber doesn’t have to click through to the website to see how a sofa or dining table looks in situ.
  • Important nuts-and-bolts information is in the footer, including what a shopper needs to know about shipping, returns, financing, and customer service.
Image shows a Labor Day marketing email from furniture brand Edloe Finch, featuring a soft pink color palette and the headline, “Labor Day sale.” The email contains 3 distinct sections: a photo of a living room decorated with the brand’s furniture, with copy encouraging subscribers to save on bestselling items with a discount code; a section called “12% off furniture for every room,” with 3 product shots above 3 CTA buttons that say “shop living,” “shop dining,” and “shop bedroom”; and a section called “Get inspired: our all-time favorites, styled to perfection,” with 9 product shots of various furniture and a CTA button that reads, “shop the sale.” The email concludes with a footer section that shares shipping, returns, and financing information, as well as contact information for customer service.

Image source: Klaviyo Showcase

Labor Day marketing tip: You may see higher click rates or sell more merchandise if you demonstrate how to get the most out of your products. Brands that sell apparel and accessories and home furnishings see the most success with this tactic.

Invest in the creative work necessary to showcase your most popular products, including styling. It may inspire your audience to buy something they might not otherwise be able to imagine on their own.

6. Best Swimwear promises delivery by Labor Day weekend

Best Swimwear swoops in to help with the last gasps of summer by promising people they will get their swimsuits before Labor Day weekend. They sent this email the Tuesday before Labor Day with the subject line “Free 2 Day Shipping on Orders $50+.”

The preview text—what subscribers see just below the subject line if they’re reading on their phones—is even more direct: “Get your bikini by Labor Day Weekend.” A line like this can inspire a sense of urgency.

The result? A high open rate.

The email emphasizes free shipping on top of speed. It also includes more details—like what time and what date they have to order by to get their package on time.

Image shows a Labor Day marketing email from swimwear brand Best Swimwear, featuring a photo of a model wearing a mustard yellow bikini overlaid with the headline, “free 2 day shipping on orders $50+.” Smaller copy underneath that promises delivery before Labor Day, and the CTA button at the bottom reads, “shop now.”

Image source: Klaviyo Showcase

Labor Day marketing tip: If you can deliver on a promise (pun intended), make it loud and clear. It just might get you that revenue you’ve been hoping for.

7. Oxygen Concentrator Store helps their audience plan ahead

In this Labor Day marketing email, Oxygen Concentrator Store, a medical supply company, helps their subscribers prepare for the long weekend by sharing a checklist for those who are traveling while on oxygen.

Their subject line—“Checklist: Traveling with COPD! 🌴”—generated a high open rate.

Image shows a Labor Day email marketing campaign from the Oxygen Concentrator Store, featuring a photo of a senior couple sitting on a wall overlooking a beach next to the headline “COPD Travel Checklist.” The email copy promises “a quick guide to cover your COPD needs during travel,” with an initial CTA button, “read now,” and another CTA button after a few paragraphs of the blog, “click here to read blog.”

Image source: Klaviyo Showcase

Labor Day marketing tip: If your merchandise is less of a choice and more of a need, your content is instantly more valuable. Labor Day is a great time to invest in educating your subscribers.

Create useful, valuable content directed at your audience. Then, use your email marketing to promote that content.

8. Tail leans on social proof

Tail, an activewear brand, includes review quotes from actual customers in this Labor Day marketing email. Readers can see the direct impact of the product from people who are actually using it: “The material was a wonderful surprise for the summer heat” or “I got lots of compliments.”

Image shows a Labor Day email marketing campaign from activewear brand Tail, featuring 3 stacked tiles, each with a photo of a model wearing one of the brand’s products. The top tile offers “free 2-day shipping on orders $50+” under a banner that encourages readers to order in time for their Labor Day weekend plans, and a bright pink CTA that reads, “shop new arrivals.” The next 2 tiles, “versatile dresses” and “sun safe styles,” each feature a customer review of the featured product, and a “shop now” CTA.

Image source: Klaviyo Showcase

Labor Day marketing tip: Social proof—in the form of user-generated content, or a quote from actual customers—is one of the best ways to promote your products. Start by collecting customer reviews, then promote them on your social feeds, website, and in your marketing emails.

Learn more about Klaviyo Reviews

9. Olsa Tools Canada thinks internationally

The US isn’t the only country that celebrates Labor Day. If you’re a vendor based in the US but you’re authorized to sell in Canada (or vice versa), our countries celebrate the same holiday on the same day.

So, if you’ve got your customers segmented out by country, make sure you’re sending Labor Day email and SMS marketing to both segments.

Olsa Tools Canada sent this MMS to their US subscribers. Interestingly, the brand din’t change their spelling to American versions, nor did they play to any American themes in their design.

Instead, they stayed true to their roots by featuring the iconic Canadian maple leaf.

The move worked out—the brand reported not only a high open rate, but also a high click rate.

Image shows a Labor Day marketing MMS from Olsa Tools Canada, featuring a graphic design banner promising 10% off in their sitewide Labor Day sale. The message body reads, “Olsa Tools Canada: Hey James, to make the weekend a little more special, our sitewide 10% off Labour Day Sale is on now until Monday! All products including those already marked down are included.”

Image source: Klaviyo Showcase

Labor Day marketing tip: Make sure you’re segmenting your customers by location, and make note of any important overlap or differences.

Learn more about segmenting your audience in Klaviyo.

Capitalize on key ecommerce dates with email and SMS.
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Emily Riedy
Emily Riedy
Content marketing manager
Emily Riedy is a content marketing manager at Klaviyo where she works to publish content to educate and inspire online businesses owners and email marketers. Owned marketing channels are a means to building a substantial customer base for the long-term, and the content Emily is most passionate about helps business operators create strong business foundations in owned marketing principles. Before Klaviyo, Emily worked at a paid ads agency helping businesses transform their approach to digital advertising. When she's not strategizing marketing content, she is running around the streets of Boston training for whatever race is next up on the docket. She lives in the South End with her 2 year-old basenji Fig and frequents (probably too regularly) the local Spanish tapas spot.