Specialty retailer offers its own version of Prime Day

Sur La Table is inviting shoppers to its version of Black Friday in July.



Replacing multiple smaller weekend sales that typically run throughout the month, the kitchenware retailer is introducing a one-day shopping event called “Lime Day.” The sale, which is set to launch on July 10, will feature more than 300 items on sale for up to 75% off.



Online, the event will feature different promotions every hour between 6 a.m. to midnight PST. Meanwhile, across more than 100 stores, shoppers can take advantage of doorbuster sales, including the Sur La Table Lime Juicer for $4.96 (it is usually $14.95). Stores will also be serving free lime slushies made with the retailer’s Margarita Mix, and employees will be decked out in lime-themed attire.



“When we began looking at some of the larger summer events that run in July, we were inspired,” Natalie Brown, director of experiential marketing, Sur La Table, told Chain Store Age. “We wanted to cut through the noise and give our shoppers something to enjoy and participate in, as well.”



The timing of the sale directly competes with Amazon’s Prime Day global shopping event, which launches at 6 p.m. on July 10, and runs for 30 hours, ending on July 11. Unlike Amazon’s online-only sale, Sur La Table expects its stores to help drive additional value during Lime Day.



“People love us as a brand, and they come to our stores for the expertise, merchandise and content our associates and chefs provide,” Brown explained.



“Building off of our unique Lime Day concept in-store, we will put a different spin on the sale,” she added. “By merging both online and offline experiences, we will offer tips, hacks, recipes and content to make our Lime Day experience more engaging for customers. We will also host dance-offs, dessert contests and feature the event across our social channel, which supports the brand on all fronts.”



While this is the retailer’s first try at a pop-up sale, Sur La Table isn’t afraid to experiment with new concepts. The kitchenware retailer only began participating in Black Friday sales two years ago, and in April, the company began testing same-day deliveries through a partnership with Instacart.



In fact, the specialty retailer is incorporating Instacart into its upcoming Lime Day sale. In markets where the service is available, shoppers can browse virtual aisles, add merchandise to their shopping cart, pay, and select a delivery window. These include one- or two-hour, or same-day options — all available throughout the Lime Day event.



While Brown couldn’t share specific expectations, she is optimistic that the sale will drive shopper engagement. “We think Lime Day is putting a really fun unique spin on the summer sale, and we are excited to offer content that will help our shoppers enjoy the day and shop with us.”