In addition to blazing forest fires, July is strongly associated with one thing.
If you live in Utah (like the gang at Convirza), you get to bask in the smoky explosions for a solid month.
Fireworks are not only used to celebrate the 4th but they are used to recognize Pioneer Day, which falls on the 24th. This translates to backyard fireworks being set off every single night for a minimum of four weeks.
So which marketing tactics have been employed to promote this booming industry?
I’ll give you a hint, they all fall under the concept of scarcity.
This point mainly applies to black market fireworks.
Certain fireworks are illegal in various states but this doesn’t stop people from trekking out of state or shelling out the big bucks to get their hands on them. In addition to being difficult to acquire, there is also a smaller quantity of them (that’s the word on the street anyway), which makes them inherently more desirable.
Limited supply comes with a hefty price tag – just ask the diamond industry ☺
Not only does the fireworks industry capitalize on the supposedly limited supply of overall product, it also highlights the scarcity of certain types of fireworks.
These types of fireworks go above and beyond the ability to give you an odd number of fingers. According to your local alleyway dealer, “these babies could send your grandma to the moon and back with a herd of multi-colored unicorns.”
And guess what? We only produced 100 of them this year.
While many fireworks could realistically be purchased at any time of the year, they are not as widely available. Fireworks stands in every decent-sized parking lot are strictly a feature of July.
Does anyone know where you’d buy them outside of this season?
Products that are only available during certain times of the year often promote a surge in sales – think Starbucks Pumpkin Spice Latte. During the fall season, this beverage receives an average of 3,000 tweets a day with the #PSL hashtag.
Obviously there are many other factors that influence the popularity of these products. Such as their association with patriotic events and the like.
Let the celebrations commence!