June is coming - the start of Pride Month, now is the high time for eCommerce businesses to execute Pride Month marketing to show social responsibility as well as engage with customers who value diversity and inclusion.
In this article, we’ll go through 5 Pride Month marketing ideas for eCommerce businesses to maximize returns during this important time. But first, a brief overview of what Pride Month represents.
Pride Month in eCommerce Landscape
What is Pride Month?
Pride Month, celebrated each June, commemorates the Stonewall uprising of 1969. On June 28th that year, a police raid of the Stonewall Inn, a gay bar in New York City, sparked riots and protests as patrons fought back against discrimination and oppression. This pivotal moment in history helped launch the modern LGBTQ+ rights movement.
Image source: Big Issue
The origins of Pride Month can be traced to the first anniversary of the Stonewall riots in 1970, where the first Pride marches were held in New York, Los Angeles, San Francisco, and Chicago. Since then, annual Pride events and parades have been held around the world every June to honor the legacy of Stonewall and continue advancing acceptance.
Today, Pride Month serves not only as a celebration of how far we've come regarding LGBTQ+ rights, but also as a reminder of the work still to be done. In many places, people in the community still face challenges securing legal protections and a lack of social equality. Pride commemorates their resilience and persistence towards total freedom and justice for all.
Why Does Pride Month Matter in eCommerce?
There is a sizable LGBTQ+ consumer market that cares deeply about issues of diversity and representation.
According to some estimates, LGBTQ+ individuals and their allies contribute over $917 billion annually to the U.S. economy. As an eCommerce business, you have an opportunity to thoughtfully engage this community and demonstrate your brand's values of inclusiveness to attract new customers and foster loyalty. Customers increasingly favor companies that support causes important to them, so Pride Month alignment can strengthen relationships and drive sales.
There are 3 aspects that Pride Month affects eCommerce industry the most:
Market Opportunity: With 9% of adults identified as LGBTQ+, there is a sizable LGBTQ+ consumer market and their allies who contribute greatly to the economy. Pride Month allows brands to thoughtfully connect with the values of this demographic and potentially attract new customers.
Brand Values and Reputation: 71% of customers expect brands to promote diversity and inclusion in online marketing. Customers increasingly favor companies that demonstrate a commitment to diversity, inclusion, and social causes through their business practices and partnerships. Pride alignment can strengthen the perception of a brand.
Inclusivity and Diversity: Since 63% of people prioritize a company with a culture of inclusion, workplaces and societies move towards greater acceptance. Therefore eCommerce platforms can set an example and make all people feel equally respected and represented and supported as customers.
5 Pride Month Marketing Tips to Supercharge Your Sales in Pride Month
1. Design A Pride Style
Designing a Pride-themed style for your website and marketing materials is more than just a visual update, it's a powerful statement of support for the LGBTQ+ community. By showcasing rainbow colors, LGBTQ+ symbols, and inclusive messaging, you demonstrate solidarity and attract customers who value diversity and inclusion.
Start by incorporating rainbow hues into your website's color scheme and branding elements. Consider adding Pride-themed banners, graphics, or badges to highlight your support. Ensure that your messaging is inclusive and respectful, avoiding stereotypes or tokenization. An easy and effective tip here is to use gender-neutral language, instead of saying he/him or she/her, using they/them will be a sign of respect to LGBTQ+ people.
Image source: Foxify Template
Additionally, offer Pride-themed product collections or limited-edition items to further engage your audience.
Let’s take a look at Rainbow Depot, a merchandise shop for the LGBTQ+ community. Multiple elements on its online store including text, images, videos, pop-ups, etc. are designed with rainbow colors, which is a symbol color palette of the LGBTQ+ community. This design will help LGBTQ+ customers feel more engaged when shopping online.
Image source: Rainbow Depot
Expert Tip: Looking to revamp your website with a Pride-inspired design? Consider Foxify, an efficient page builder that empowers businesses to create any page style they want, including a Pride-themed layout. With its user-friendly interface and customizable features, Foxify makes it easy to design a visually stunning and inclusive online presence that celebrates Pride Month.
2. Offer Pride Month Deals
Pride Month presents a prime opportunity for eCommerce businesses to not only show support for the LGBTQ+ community but also boost sales through special Pride Month deals and promotions.
Offering exclusive discounts or limited-time offers during Pride Month can attract attention, drive traffic to your store, and encourage purchases from both existing and new customers. Moreover, providing Pride Month deals sends a clear message that your brand values diversity and inclusivity, resonating positively with consumers who prioritize socially responsible businesses.
Start by brainstorming Pride Month deals that align with your brand and product offerings. Consider offering discounts on Pride-related items or creating bundles featuring some products in rainbow colors. Promote your Pride Month deals prominently on your website, social media channels, and email newsletters to maximize visibility. Additionally, consider partnering with LGBTQ+ organizations or influencers to reach a broader audience and amplify your message of support.
Around the year, Adidas has a product collection named “Pride Collection” where the brand offers a wide range of pride-themed products with 5-70% Pride Month deals. By doing so, Adidas spreads the popularity of LGBTQ+ merchandise and shows the world its commitment to supporting the LGBTQ+ community at the same time.
Image source: Adidas
3. Run Pride Month Advertising Campaigns
Given that 64% of consumers said they took some sort of action after seeing an ad they considered diverse or inclusive, running Pride Month advertising campaigns is a strategic way for eCommerce businesses to leverage the heightened visibility and engagement surrounding Pride celebrations.
By actively engaging with Pride-related themes and messaging in your advertising efforts, you not only showcase your brand's support for the LGBTQ+ community but also increase your reach and connect with a diverse audience. Moreover, Pride Month advertising offers a unique opportunity to align your brand values with social causes, fostering deeper connections with consumers sharing similar beliefs and priorities.
Start by defining your advertising objectives and identifying the platforms and channels that resonate most with your target audience. Craft compelling ad creatives and messaging that embrace Pride themes while staying true to your brand identity. Consider incorporating LGBTQ+ imagery, symbols, and narratives in your ads to resonate with Pride Month advertising audiences. Additionally, segment your audience to deliver targeted ads that resonate with different demographics within the LGBTQ+ community and beyond.
For your reference, here are 3 ways to craft an effective LGBTQ+ ad strategy.
Last year, Infosys launched a successful Pride Month advertising campaign to encourage each individual in the LGBTQ+ community to strive for acceptance, love, and a sense of belonging. The advertising video “Embrace with Love” revolves around a young girl with a half-rainbow heart on a mission to find her missing half. This Pride Month campaign has attracted millions of views and lots of positive comments from customers, which led to positive impact to Infosys’ brand image.
Image source: Infosys
4. Organize Pride Month Events
Organizing Pride Month events is an excellent way for eCommerce businesses to demonstrate their commitment to diversity, inclusion, and community engagement. By hosting virtual or in-person events during Pride Month, you create opportunities for meaningful interactions with your audience, foster a sense of belonging, and showcase your brand's values and support for the LGBTQ+ community. Additionally, Pride Month events provide a platform for networking, education, and advocacy, allowing you to forge deeper connections with customers and allies alike.
Start by brainstorming event ideas that align with your brand identity, target audience, and available resources. Consider hosting virtual panel discussions, webinars, workshops, or networking mixers focused on LGBTQ+ topics, issues, and experiences. Collaborate with LGBTQ+ organizations, influencers, or community leaders to co-host events and amplify your reach. Leverage social media, email marketing, and other promotional channels to promote your Pride Month events and encourage participation from your audience.
One of the most popular Pride Month campaigns of The North Face is “Summer of Pride” events series. The brand hosts LGBTQ+ community events in many large cities throughout the United States. At each destination, events will include a half-day program with multiple outdoor activities to encourage LGBTQ+ individuals to “choose and explore their own adventures”.
Image source: The North Face
5. Make the Most of Pride Month Memes
In today's digital age, memes have become a ubiquitous form of communication and cultural expression, shaping online conversations and trends. Leveraging Pride Month memes allows eCommerce businesses to tap into the collective humor, creativity, and authenticity of online communities while showcasing their support for LGBTQ+ pride and visibility. By using Pride Month memes, brands can foster engagement, build brand awareness, and connect with younger, socially-conscious audiences in a lighthearted and relatable way.
Stay attuned to popular Pride Month memes and trends circulating on social media platforms like Instagram, Twitter, and TikTok. Engage with LGBTQ+ meme creators and communities to understand the cultural nuances and sensitivities surrounding Pride-related content.
Image source: Google
Check out further reading on how to make the most of Pride Month memes:
15 LGBTQ+ Influencers and Creators Making a Difference
30 Pride Month memes to celebrate LGBTQ+ identity, culture, and representation
Create or repost Pride Month memes that align with your brand's tone, values, and target audience, while avoiding appropriation or insensitivity. Encourage user-generated content by inviting followers to share their own Pride-themed memes and stories using a branded hashtag.
Want to leverage these memes effectively? Read this tip on how to use memes on social media for better engagement.
Wrapping Up
In closing, Pride Month presents a unique opportunity for eCommerce brands to thoughtfully show support for LGBTQ+ rights and inclusion. Customers increasingly favor businesses demonstrating diversity and progressive values through their Pride Month marketing efforts and partnerships. The tips outlined here are designed to help you authentically engage audiences and maximize sales potential during this important month through Pride Month marketing campaigns, deals, and community outreach. Most of all, uphold your commitment to equal treatment of all people throughout the year.
