Melissa O’Malley, Director of Global Merchant & Cross-Border Trade Initiatives, PayPal
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When it comes to national heritage, 
Together, these two holidays present a big opportunity for online merchants looking to expand their sales in new markets. After all, while Independence Day and Bastille Day celebrations originate in the US and France, they are really celebrated globally, as both countries have significant expatriate communities all over the world – the US, Argentina, Brazil, UK and Australia; and a significant number of Americans live abroad in regions like Mexico, Israel, Philippines and Canada.
As both Independence Day and Bastille Day are national public holidays, consumers spend weeks looking forward to the celebrations, especially when it comes to taking advantage of the sales and specials offered by retailers, particularly in apparel, cosmetics, home goods and decor. Merchants should make sure to connect with shoppers with holiday-related sales and promotional materials in all shades of red, white and blue.
Looking to capitalize on these festivities at home and overseas? Knowing the customs and traditions – and key sales opportunities – associated with each holiday is the first step.
Fourth of July
In the US, Fourth of July celebrations are marked by high spirits, great food, and fireworks. It’s the height of summer weather and most Americans get a day off from work, so it can be a three-day weekend affair.
Food is truly at the heart of a typical Independence Day celebration. According to the NRF[1], last year more than 153 million Americans planned to ring in the holiday with a cookout, barbeque or picnic, spending about $68 per household on food items for the occasion. Over 117 million[2] showed their patriotism by watching fireworks displays, and another 38 million will attend festive parades, where children and adults alike will wave mini-American flags in celebration.
Fourth of July celebrations wouldn't be complete without a red white and blue outfit. A recent NRF survey[3] found that one in four Americans planned to purchase patriotic gear for the occasion – t-shirts, hats and swimwear that feature the American flag, or its colors, are popular items.
In the lead up to the Fourth of July, fireworks won’t be the only things booming. Ecommerce sales see consumers snapping up goods online, enjoying discounts on everything from beach accessories to home improvement supplies to personal electronics. According to Internet Retailer, 43 percent of consumers who plan to buy items for Independence Day will head online[4]. Make sure you’re ready for them by lining up your specials and promoting them to customers via email and social.
Bastille Day
Similar to the US’s Independence Day celebrations, the French celebrations for le quatorze juillet last weekend long. Commemorating the storming of the Bastille fortress in 1789, the holiday kicks off in Paris with the grand annual Bastille Day military parade[5], where the president marches alongside French troops down the Champs-Elysees avenue. Many French communities within and outside of France host their own parades, too.
Following the parade, families and friends – most wearing all white, outfits often adorned with little red, white and blue ribbons – gather together for their Bastille Day fêtes, starting with celebratory mid-day feasts, often enjoyed as a picnic in the park or a gathering at home. No matter where it’s celebrated, the feasts are marked by free-flowing wine, delicious food, and festive music. Bastille Day colors of blue, white, and red (though no stripes or stars, as with the Fourth of July) are woven into the atmosphere of the festivities, including table settings and garlands.
For online businesses looking to connect with French shoppers (especially as brick and mortar stores in France as closed for the holiday), Bastille Day is the perfect focal point for marketing messages and promotions. What’s more, the holiday falls squarely in the middle of France’s soldes d’été, or summer sales, which are state-sanctioned sales periods where all retailers are required to offer discounted goods, both in-store and online. Case in point: in 2014, French fashion retailers saw a 50 percent increase in online sales during this period[6].
Ready, Set, Sell!
It’s clear that for merchants looking for a bump in summer sales, Fourth of July and Bastille Day can mean big business – not just in the US and France, but around the world. Are you ready to find green in red, white and blue? Happy selling!
[1] https://nrf.com/news/grilling-good-times-the-fourth-of-july
[2] https://nrf.com/news/economy/shoppers-are-going-red-white-and-blue-this-independence-day
[3] https://nrf.com/news/economy/shoppers-are-going-red-white-and-blue-this-independence-day
[4] https://www.internetretailer.com/2014/07/03/alibaba-promotes-us-products-july-4
[5] http://en.parisinfo.com/discovering-paris/major-events/bastille-day-in-paris
[6] http://www.criteo.com/resources/france-summer-sales-2014-fashion-and-ecommerce/