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10 Labor Day emails we love – and why we love them

August 17th 2023

Danielle Beuker

By Danielle Beuker

Digital Marketing Assistant

The first Monday of September is coming around soon, marking the end of summer. It is also known as Labor Day in the USA, which is a day that celebrates the contributions and achievements of American workers.

During the weekend leading up to Labor Day, a lot of companies hold sales to help pay tribute to American workers. And what better way to let customers know about these sales – and your appreciation for your customers – than through email?

Read on to find some of our favorite Labor Day emails and why we love them.

1) Tommie Copper

In the Labor Day email below, Tommie Copper advertises their 30% off Labor Day sale. They add an incentive by advertising that orders of $99+ will gain customers a free neck massager. 

They also ease shoppers’ anxiety with their “60 day money back guarantee”, which is clearly shown in the middle of the email. This helps customers gain trust with Tommie Copper, easing purchase anxiety.

Source: Tommie Copper email

2) Onsen

In this email, Onsen explains they are also holding a Labor Day sale. In this case, it’s a sitewide 20% off sale. They include a clear CTA that leads to the site (“Shop all”), allowing customers to quickly click on the link and browse for the products they need.

Source: Onsen email

3) Bloomingdale’s

Here, Bloomingdale’s is holding a Labor Day sale, with some products being sold for an extra 30% off. They clearly show this in their email, explaining that “items labeled EXTRA 30% OFF for a total savings of 50-60%”. This can incentivize customers to make a purchase more quickly, as to not miss the sale.

Source: Bloomingdale’s email

4) Michael Kors

Similarly to Bloomingdale’s, the email below by Michael Kors also advertises an extra percentage off. With the coupon code in this Labor Day email, customers gain another 25% off.

Source: Michael Kors email

5) Tattly

Tattly do something similar to Michael Kors, by allowing customers to gain 25% off during Labor Day with a coupon code. Not only is the coupon code specific to Labor Day, but the company also use a pun within the code: “LABORYAY”. This code is colored differently to the rest of the email, making it a clear CTA. The humor can build a fondness for the company within customers, whilst the discount itself incentivizes them to act on this fondness by buying from the company.

Source: Tattly email

6) Lumens

Not only does Lumens have a code in their Labor Day email below (SPARKLE), but they also include product recommendations.

Product recommendations have been around longer than the internet, when staff in retail settings personally recommended products to their customers based on what the customer needed and desired. These recommendations work in brick-and-mortar stores, and they still work online. For example, Van Der Hout has seen a 10% increase in sales by using product recommendations.

With a sophisticated personalization platform, even the biggest eCommerce stores can create personalized recommendations for individual customers across their channels, just as Lumens does below.

Source: Lumens email

7) Invicta

Invicta also uses product recommendations in their email below. They advertise their flash Labor Day sale with a clear, bold, American header. They also show how much each of their recommended products is during the sale, using a red font to create urgency whilst the price is cheaper.

Source: Invicta email

8) Oakley

In the Labor Day email example below, Oakley makes use of a dynamic countdown timer that counts down to the end of the sale. This helps create urgency, because when customers see the days left of the sale counting down, their decision to purchase will be made quicker.

Source: Oakley email

9) Crate&Barrel

In the example below, Crate&Barrel advertise their Rewards scheme, by reminding loyal customers that they will get extra ‘Rewards Dollars’ during Labor Day. 

Loyalty schemes like this can be a helpful tool in keeping customers coming back. We’ve also seen that loyal customers spend 31% more on a brand than the average consumer, so it’s important to keep them happy.

Source: Crate&Barrel email

10) Bed Bath & Beyond

Bed Bath & Beyond also uses a loyalty program, as seen in the example below. Not only that, but they also show product recommendations as well as offering same day delivery. All of these tactics can lead to a higher conversion rate.

Source: Bed Bath & Beyond email

Final thoughts

Download our Ultimate Ecommerce Marketing Calendar 2023 for more holiday marketing inspiration.


This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.

Danielle Beuker

By Danielle Beuker

Digital Marketing Assistant

As Digital Marketing Assistant at Fresh Relevance, Danielle writes user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.