Check it Out: Get Ready for Green Tuesday 2012
By the time you’re reading this, the 2011 holiday season will be over. As such, you’re probably analyzing what worked and what didn’t during the critical fourth quarter and, believe it or not, beginning to plan for this year’s holidays. When making those plans, don’t forget to add the latest holiday shopping tradition to your marketing calendar: Green Tuesday.
Developed by nonprofit organization Green America to help shoppers who wanted to be green save some green, the inaugural Green Tuesday was held this past year on the first Tuesday after Thanksgiving. (Mark your calendars, this year Green Tuesday falls on Nov. 27.) From Nov. 29 through Dec. 6, Green America’s deal website GreenDeals.org featured special offers, discounts and deals from local and national green online businesses approved by Green America. The site features a new deal every 24 hours to 48 hours.
Up to 20 products and coupons ranging from 30 percent to 50 percent off were featured on GreenDeals.org during the eight-day event. Products included jewelry made from recycled nuclear bomb equipment by retailer From War To Peace; a self-watering system for indoor or outdoor plants from DriWater; and fair trade and organic apparel from Indigenous Designs. Green America kept a percentage of the sales from its Green Tuesday promotions.
To extend the reach of Green Tuesday, Green America promoted daily contests and special GreenDeals.org credits on its Facebook page. The outreach efforts have worked. Since its launch in January 2011, GreenDeals.org has acquired over 160,000 members and featured over 150 deals from green businesses (as of press time).
Growing Marketplace for Green Goods
Green Tuesday is tapping into a growing segment of the consumer population — those interested in buying environmentally-friendly goods. Consider that 72 percent of U.S. consumers believe it’s important to buy from green companies and 30 percent say they plan to spend more on green products in the next year, according to findings from the 2011 Global Green Brands Study conducted by WPP agencies Cohn & Wolfe, Landor Associates and Penn Schoen Berland Associates, as well as independent sustainability strategy consulting firm Esty Environmental Partners.