August 31/September 7; Volume 30/Number 6
By Nadia Ramlakhan
Industry experts know that when fall rolls around, sales, promotions and other incentives attract consumers hoping to begin home projects or take on fresh renovations. For leading manufacturers and buying groups, offering discounts and special deals help drive traffic into stores. Following is a sampling of what some industry leaders have in store this fall.
Armstrong Floor Products
In an effort to drive sales of American-made products, Armstrong Floor Products is hosting a promotion beginning Sept. 14 and running through Nov. 20. The promotion will help build consumer awareness of the benefits of domestically grown and produced hardwood floors. Armstrong distributors and Elite retailers will receive window clings and pop-up display banners designed to encourage consumers to ask about Armstrong’s American-made hardwood.
The new POP display merchandising highlights a number of Armstrong’s American hardwood collections including its popular American Scrape. A portion of the sales from this particular collection will support the company’s donation to Homes for Our Troops, a national non-profit organization that builds specially adapted homes for severely injured veterans.
Now through Sept. 30, Couristan’s vast array of handmade and power-loomed area rugs will be available at its lowest dealer pricing of the year as part of the Fall 2015 Savings Event. Enhanced with fresh new designs in all categories, the company’s assortment showcases a wide range of high-end designs in price points ideal for today’s cost-conscious consumers.
To provide an even greater value, dealers will be given additional discounts for bulk purchases. They are encouraged to contact their territory managers for more information on taking advantage of these discounts and revitalizing the looks of their showrooms.
Flooring America/Flooring Canada
Flooring America/Flooring Canada is currently hosting its Ultimate Comfort Sale, featuring 50% off select styles of Innovia carpet through Sept. 27. Made with eco-friendly, natural fibers, Innovia is soft, stain resistant and resilient.
In line with the buying group’s comfort theme, consumers can also get up to $500 off select hardwood, laminate, tile and vinyl. Plus, Tempur-Pedic Carpet Cushion is also on sale, so consumers can enjoy even more support underfoot.
Beginning Oct. 1 and running through Nov. 29, the Stainmaster National Savings Event highlights numerous offers including special 18-month financing. Select Stainmaster products such as Stainmaster PetProtect are on sale in addition to select hardwood, laminate and LVT.
The semi-annual National Karastan Month runs Sept. 23-Nov. 9. With an assortment of product discounts, rebates and attractive consumer offers, National Karastan Month consistently proves to be a successful in-store selling event for Karastan retailers.
The Mirage Fall 2015 Rebate Sale will take place across North America at all participating Mirage dealers in the U.S. and Canada (excluding Quebec) Oct. 5-Nov. 28. Consumers will receive a $0.50-per-square-foot rebate on Mirage products during this promotional period. The offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products regardless of species, color or width.
With this rebate consumers can save big while enjoying the quality for which Mirage floors are known. A list of participating dealers will be available at miragefloors.com/rebate after Oct. 5.
The Mohawk Anniversary Sale will run from Sept. 10 through Oct. 26. In addition to an instant rebate of up to $500 on SmartStrand Forever Clean and ArmorMax products, Mohawk’s largest annual sales event will feature product discounts on select offerings in addition to other Mohawk hard surface products.
Running now through Sept. 30, 30 Days of HGTV Home is exclusive to HGTV Home flooring by Shaw, including no interest for 30 months or savings of up to $500. The promotion also features special incentives for retail sales associates on all HGTV Home flooring products by Shaw.
In addition, Floor Now Save Today is taking place Oct.1-Nov. 9 with no interest for 24 months and savings of up to $500. RSA incentives will be offered on qualifying carpet and hard surface styles. To help with promoting in-store and online, dealers will have access to comprehensive advertising and marketing materials including POP kits; TV, web mobile and print ads; direct mail and radio scripts, and social media content.
Combining the upward trend of consumer confidence with growing consumer awareness of indoor air quality, Tarkett is driving sales during the fall selling season with its Healthy Floors, Healthy Homes, Healthy Families promotion. Now through Nov. 30, consumers will receive a retail discount on their purchases of qualified Tarkett FiberFloor, luxury vinyl and laminate collections. During this period retailers will receive promotional pricing on qualifying products along with in-store promotional kits and other useful sales tools.
As a bonus, when a consumer registers her flooring purchase online via tarkettna.com/family she will receive a promotional code for an online purchase of a Vitamix blender.