It’s the time of year when retailers look for new, different or additional promotional store event ideas. I’m in the middle of gathering data for an extensive, updated post on that topic, but today I will address a single concept, Socktober.
If you are looking for ideas for Black Friday and Small Business Saturday promotions, here’s previous post on that topic: Leveraging Black/Plaid/Pink Friday and preparing for Small Business Saturday & Cyber Monday
I moved this summer, so the first September chilly mornings in New York found me searching for a yet-to-be-unpacked box of jackets and socks. As I was setting aside a coat or two for our local Rotary Coat Drive, I recalled a note I made last October about several retailers participating in community-needs drives and specifically, Socktober promotions.
Back story:
Socktober was started by writer and illustrator Brad Montague in 2010. When Montague learned that socks are a frequently needed but seldom donated item for unhoused individuals, he created the campaign to address the need for socks at homeless shelters in his Tennessee community. With the help of middle school students in his community, he organized the first Socktober drive, that has grown into a global movement, encouraging people to donate new socks to their local shelters.
By October of 2024, I took notice of several retailers in the United States partnering with food banks, organizations and shelters to solicit new sock donations during the month. A few notes from October 2024:
Gift store in Michigan: Offered a 25% storewide (with a few exclusions), single-use discount to anyone who brought in a pair of brand new socks to be donated to a local shelter. The promotion was publicized via social media and their email lists, as well as through the local chamber and a few flyers posted in the area. This was a single store event and not in conjunction with other businesses. (I reached out to see if they are doing it again this year, but no response yet.)
Miller Hardware Store: Customers received a 10% off coupon if they brought in new socks to donate or BOGO (half off second pair) if they purchased socks on-site and donated at least one pair from the purchase. Report from the “moderately successful” 2024 event, was that most of the donated socks came from people buying them from store stock, so for 2025, they ordered more socks, securing 12 dozen at a discounted, promotional price so they can offer various price points this year. Plus, everyone will receive the 10% off coupon whether they bring in socks or buy them in-store.
Two Chambers of Commerce in New England states sponsored Socktober in conjunction with local food banks. They invited chamber member businesses to display a sock collection box (provided by the chamber). One reported a good response (over 200 pairs of socks donated) with approximately 1/4 of their members hosting a box. The second chamber declined to share much information beyond the fact that the new Chamber Executive Director does not plan to continue the event in 2025.
Socktober may or may not be an effective give-back promotion for your area or your store, but if you’d like examples of flyers and more info, here’s a link: Socktober!
Need help preparing for retail events? Here’s a previous newsletter… Five questions to ask before planning a store event.
My theory for give-back promotions in Q4 2025:
In times of economic uncertainty and when many people are disenchanted with national and international politics and policies, consumers may welcome opportunities to help those in their communities. If your store can be a positive example and a place where customers find joy in purchasing items for themselves and as gifts, I believe it may be key in maximizing customer traffic for the all-important fourth quarter in the retail world! ~Becky
I’d love to hear about your upcoming store events, so leave a comment if you have an event for which you are excited. Tag Retail Details in your social media event promotion posts, too. And as always, please LIKE this post if you found it interesting and helpful. Your interactions help me to plan future newsletter topics.
Stay retail inspired, friends!
~Becky Tyre, Retail Details