There’s nothing like a long holiday weekend to inspire social media success. We’re sharing a roundup of successful Labor Day social media posts to inspire your content creation efforts, along with top tips for sharing posts that are relevant, engaging and useful for your followers.
Why Is Labor Day a Great Time To Post on Social Media?
Recognized on the first Monday of September each year, Labor Day is a federal observance that’s officially “dedicated to the social and economic achievements of American workers.”
But it’s also a low-key holiday that represents the last hurrah of summer.
For many 9-to-5 workers, Labor Day means a long weekend. It’s that last little break before the kids go back to school and summer Friday hours cease. Labor Day might mean firing up the barbeque grill or hitting the beach for the last time — before taking advantage of some end-of-season sales, of course.
It’s a Major Retail Holiday — And an Important Marketing Moment
As a result, Labor Day weekend is a busy time and a big business opportunity for industries like retail, hospitality and tourism.
According to Wallet Hub, 25% of Americans planned a Labor Day weekend getaway in 2019, with the vast majority traveling by car. More than half make a Labor Day purchase on items like clothing, school supplies and electronics.
That frenzy of consumer activity makes this September observance a social media holiday in its own right. Businesses can take to social media to let consumers know that their doors are open, while publishing compelling content that creates a sense of urgency around the deals on offer.
It’s also a chance to target specific consumer groups with messages that appeal to their changing needs. For instance, parents are hunting for back-to-school savings. But grillmasters and outdoors enthusiasts might be inclined to stock up on discounted gear for the following year.
Even B2B marketers can take advantage of the spending and saving mindset, with the last quarter of the year fast approaching.
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4 B2B and B2C Labor Day Social Media Posts We Love — And Why
Now that you know why it’s important to include Labor Day social media posts into your content calendar, let’s take a look at several examples from recent years:
1. Lula’s Garden Serves Up a Labor Day Sale
A lot of brands will take a lighthearted approach to Labor Day social media posts by capturing favorite foods and fun-in-the-sun vibes.
Lula’s Garden, a succulent gifting company, put a fun spin on this idea and quite literally nestled their unique offerings into this popular concept. To promote a 15% off promo code, the brand posted a photo to Instagram showing their colorful succulents tucked into an ice cream cone.
View this post on Instagram
A regular food selfie might feel unoriginal, but the use of mint-chocolate-chip-colored succulents (and a matching manicure!) puts a cute, creative twist on this trend. Because the photo feels sort of familiar but there’s something new to see, it likely made plant lovers stop mid-scroll to take a closer look.
Importantly, this post features the brand’s products in a way that doesn’t feel overly promotional. Consumers may experience some fatigue or boredom after wading through countless deals and sales. Lula’s Garden created an original and on-brand social post that feels fresh and interesting.
2. LASD Promotes a Recruitment Event During LA Fleet Week
The Los Angeles County Sheriff’s Department hosted a recruitment event over Labor Day weekend and posted about it on Twitter:
Looking for something to do this Labor Day weekend? #JoinLASD Recruitment @LAFleetWeek Honored to be a part of the Los Angeles Fleet Week 2018 this Labor Day weekend. More info: https://t.co/vsCu4MRFWO— LA County Sheriffs (@LASDHQ) August 30, 2018
One Badge. Unlimited Possibilities. pic.twitter.com/YGOuLyxHct
This was part of the larger schedule of LA Fleet Week — an event at the Port of Los Angeles featuring a range of activities, from military displays and ship tours to a walk/run and entertainment for the whole family.
The LASD Twitter post lets followers know about the multi-day event happening over the holiday weekend and aligns with the marketing campaign and patriotic branding for the event. In addition, it specifically advertises the recruitment booth and the benefits of working for the Sheriff’s Department.
The short video speaks to several audiences at once. It simultaneously lifts up those who already wear the LASD badge and cultivates a sense of pride — apt for Labor Day — while inspiring people who are curious about employment opportunities. Plus, it reminds locals about the weekend fun ahead.
No matter who’s looking at it, this post offers value and useful information.
3. PMS Brick Pavers Highlights Hard Work, Then and Now
The Michigan-based contractor PMS Brick Pavers shared a simple but effective Facebook post first thing on Saturday morning during Labor Day weekend:
The post features a vintage American Weekly magazine cover from Labor Day 1946, with a burly bricklayer front and center. This type of nostalgic ephemera is a nice nod to the history of American workers and the company’s industry.
That picture is shared alongside two other snapshots showing the PMS Brick Pavers team hard at work. It’s just the right mix of “heritage” and “here-and-now.”
The caption also provides some useful information. First, it gives a quick summary of what Labor Day is all about. Next, it clearly states the company’s holiday closure and includes a shoutout to the employees: “In observance and to provide our team a well earned rest, our office is closed and will resume business on Tuesday, September 8, 2020. We appreciate our team and are incredibly blessed and grateful for their hard work and dedication!”
This example may not be part of a groundbreaking Labor Day marketing campaign, but the great thing is that it follows a simple and effective formula any B2B or B2C business can borrow.
4. Red Wing Shoes Takes #LaborDayOn
For a case study on turning Labor Day social media posts into a full-on awareness campaign, let’s turn our attention to Red Wing Shoes.
Keenly aware of the dire unemployment level at the end of 2020, the shoe brand created a campaign to help job seekers find and access opportunities. The company worked with 200 partnering organizations and urged others to spend Labor Day promoting open job opportunities across social media.
View this post on Instagram
Red Wing Shoes also turned more than 500 of its stores into job search hubs and used its customer service phone number as a job search hotline. The brand pushed out a lot of content leading up to and during the campaign, inspiring other businesses to take part.
View this post on Instagram
It’s clear that a lot of care and planning went into the #LaborDayOn initiative — and it speaks volumes about the brand’s core values. Although it didn’t involve promoting a Labor Day promotion, it likely made followers feel good about doing business with Red Wing.
Plus, it demonstrates a thoughtful response to customers’ needs, in spite of the usual carefree flavor of the holiday. As a Red Wing press release noted, “remember, someone can’t take the day off if they don’t have a job.”
3 Tips for Keeping Your Labor Day Social Media Posts on Theme
As you piece together some creative Labor Day social media posts, here are some tips for giving your followers holiday-themed content to dig into:
1. Incorporate Labor Day ‘Branding’ Into Your Existing Brand
Because it’s an all-American holiday, you’ll see a lot of patriotic imagery in use around Labor Day. But this doesn’t mean you need to switch to full-on red, white and blue. While this might work on Facebook or disappearing Story posts, it can look jarring on a carefully-curated Instagram feed.
To avoid this, you can make a smooth transition into a patriotic palette in the days leading up to your Labor Day social media posts. Start sharing posts with a hint of red and a bit of blue. By the time the social media holiday rolls around, you will have eased your imagery into the right color scheme.
Another option is to play with stars, stripes and other American motifs using your own brand colors. Consider incorporating festive elements like fireworks, too, when creating Labor Day social media posts. Or, create Rosie the Riveter-style graphics that represent the contributions of American workers in various professions.
PMS Brick Pavers did this successfully. The archival image they chose features a blue-and-orange color scheme that aligns with the employees’ branded T-shirts.
Seamlessly uniting the Labor Day “brand” with your company’s current visual branding will help your graphics stand out and reinforce brand recognition.
2. Let Customers Know if and When You’ll Be Open
The one downside of a federal holiday is that it’s never entirely clear which brands are open for business or which shops will have limited hours. Use your online presence to set the right expectations and remove the frustration from the customer experience.
If you have a brick-and-mortar presence, make sure to update your Google My Business account with holiday hours. This way, local searchers can see when your doors will be open.
Additionally, publish your updated hours on social media. By sharing the dates and times in an eye-catching graphic rather than a caption, users can instantly find the post and answers they’re looking for without having to scroll and scrutinize.
3. Be Sensitive to How People Are Celebrating Amid the Pandemic
Although Labor Day is a favorite time for traveling, this may not be happening on a large scale in the wake of COVID-19. Keeping marketing messages and imagery relevant to staycationers — and in line with public health guidelines — will be essential.
It’s also worth noting that 2020 saw roughly half of consumers planning to spend less, with two-thirds of that group “celebrating on a smaller scale.” Looking ahead to Labor Day 2021, it will be even more important to keep consumers in the loop about how they can get more for less.
Brands can also keep an eye out for opportunities to address other, more urgent needs using your brand’s influence, as Red Wing Shoes did with its #LaborDayOn campaign.
Get Ready To Ideate (Then Celebrate!)
Whether your Labor Day marketing strategy involves raising awareness around job opportunities, announcing your holiday hours or spotlighting your hardworking employees, make sure each content idea adds value to your audience around this holiday.
And one last thing: You and your marketing team deserve a break over the holiday weekend! Plan ahead and populate your content calendar with a weekend of ready-to-go Labor Day social media posts.