Do you have a holiday that only your niche nerds would buy into? Mental Floss does.
In fact, March 14th is one of their best sales days! Mental Floss is a magazine that started in 2001 and caters to knowledge junkies, and according to them, “Mental Floss’s online store sees its third-highest e-commerce day on Pi Day, following Black Friday and Cyber Monday during the holiday sales season,” says co-founder and president Will Pearson.
How do they do it? “This year, the site ran a 14-day promotional blitz starting March 1 leading up to Pi Day. The hyped deals and steals led to a sales increase of 71% during the week leading up to Pi Day last year,” reports Min.
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Part of this promotion is creating specialty t-shirts. Their first Pi day t-shirt was a woman holding a pie which is now a top seller in their store (on any day).
But wait, think this is to e-tail for your publishing ears? Not so fast, because guess who manages all this hubbub? The editorial team. Shall we dare call it multiplatform publishing, then? “We have a few people on the team that are constantly looking for smart and playful products and putting calls out to different artists that we’ve worked with in the past for the handmade series,” say Pearson. “Like most of the things we do, this is something that our team of editors curates.”
