What Chubbies Learned from Creating Their Own Holidays [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. In this episode, we speak with Chubbies, who sell shorts for men.

While Chubbies’ Thigher Monday and Julyber Monday may run smoothly now, the team has learned a lot over the last few years about ginning up excitement and producing a killer marketing campaign.

If you’re looking to orchestrate your own online event or campaign, be sure to check out this sound advice from the Chubbies team.

Staying Customer-Centric

At the heart of pulling off a show-stopping campaign is one simple thing, keeping your focus on the customer at all times.

"My take-away from doing six of these over the course of 3 years is to put the customer first."

Grant Marek, Editorial Director at Chubbies

The team at Chubbies has learned some lessons the hard way, like when they sent some gift-with-purchase items in two separate boxes. When customers opened their orders and both boxes for the gift-with-purchase item wasn’t included, they were disappointed, and that created headaches for the folks on the support team.

Now, Chubbies prepares for every aspect of the day by trying to troubleshoot problems in advance and creating a plan to give an A+ customer experience.

Creating a Plan to Deliver

Pulling off a delightful event is no small feat. “It’s really hard to make a day exciting, and it’s really easy to ruin the experience,” says Chubbies E-Commerce Content Manager Joey Avery.  Chubbies has found that the best way to succeed is to map out a clear plan and make sure everyone knows it before go-time. On days like Thighber Monday, it’s all hands on deck, and everyone is trained on every job during for the huge influx in traffic.

Cutting Through the Noise During Peak Times

For a holiday, invented or not, you can’t just send out a few emails and put a few SKUs on sale. Pulling off a successful day like Thighber Monday requires many components that contribute to a highly engaged audience that’s ready to buy. For Chubbies, this means using segmentation and unique signups for gifts to make sure people know why they’re getting their emails.

How You Can Level Up Right Now

With our feet firmly planted in 2019, now is the perfect time to dive into our Post-Holiday Marketing Crash Course from the Klaviyo Academy and continue to keep up your sales momentum.

Back to Blog Home
Get email marketing insights delivered straight to your inbox.