The National Pergo Event is back in 2026 with a clearer message, customizable tools and a national platform to drive in-store traffic.
Kicking off this summer, the event is leaning into simplicity with a clarified banner: Up to $1,000 back in your pocket. The clear and concise tagline will run nationally to create a consistent message and easy draw.
“What we’re trying to do is create a clear, compelling moment for retailers and consumers—and that’s the rebate; that’s the offer across the entire campaign,” explained Jordan Biasetti McDonald, senior manager, marketing programs, Mohawk.
The theme and timing of this year’s event highlight Mohawk’s drive to provide a competitive edge for its retail partners during a time when homeowners are actively improving their spaces. “We’ve planned it during the summer because that’s a really active home improvement season, so it all comes together there.”
Localizing a national campaign
While supported nationally and consistent across its messaging, the campaign allows for flexibility where it matters most—at the local level. In fact, customization is built into how retailers bring the event to market, supported by a full suite of marketing assets across digital and print channels.
“How retailers choose to advertise a sale is where they can add in that customization,” McDonald explained. “A big part of that starts with all the assets that we have in the ad center. They can go in and customize whatever they want to use that works for their market.”
As part of its packaged assets is an expanded focus on social and video content—areas where retailers are increasingly looking to connect with consumers. “We’ve definitely seen this with National Karastan Month, but retailers really want to promote the sale across social,” McDonald said. “So we added on quite a few more assets, especially with video for this year.”
For Edge Aligned Stores members, the benefits are even more expansive. “There’s an added layer of support there,” McDonald explained. “They have access to a marketing concierge, and that concierge helps them look through their co-op balance and figure out where it’s best to use those funds. And to call out one of their big benefits for the year—they can run Edge Local Advertising campaigns at 100% co-op usage. So it’s a great way to stay active digitally for the campaign without adding extra cost.”
Making the sale a simple one
While the messaging brings customers in, product is what ultimately drives the sale. And Mohawk is focusing on keeping that conversation on the higher end, specifically with Pergo Preferred and Pergo Ultra products across both Pergo Elements and Pergo Extreme.
“And that was intentional,” said Jamie Kim, senior vice president, Mohawk Residential North America. “The high-end market continues to excel, and we wanted the dealer to have a clear trade-up strategy. It also keeps the event centered on products that showcase what Pergo does well with high-performing and more feature-rich options. It also makes it easier for the retailers to guide that conversation. It keeps the focus very narrow.”
Beyond its positioning within the market, Pergo has the distinct advantage of being an original brand within the category, resonating with consumers based on performance. The line is known for its WetProtect technology, natural-looking visuals and comfort underfoot. Now, that performance and trust are being expanded to a new construction type, too: WPC.
“On the resilient side, Pergo Extreme is evolving in a really meaningful way with the introduction of WPC, which is an important step,” Kim explained. “It brings a different kind of performance to the category. It’s more comfort underfoot, the sound absorption is better and a warmer, more forgiving feel in the home. At the same time, it still delivers that durability Pergo is known for. This sale coincides with the launch, so it’s a great way to activate that addition for the retailer. It really gives the retailers a much more complete story to tell.”
Beyond product and promotion, the Pergo Event is designed to give RSAs multiple ways to move the conversation forward. For some customers, the rebate is the deciding factor. For others, financing carries more weight. However, it’s the ability to provide multiple pieces to the puzzle that helps seal the deal.
“It really gives the sales team a couple of different ways to close,” Kim noted. “Having both options allows the RSA to adjust based on what the customer needs or what is going to move the needle for that customer. Because the event is focused on Preferred and Ultra products, it also just naturally keeps conversation in a higher price tier but in a way that really feels justified, not forced.”
But it’s not just sales tools that matter. “I think it works best when the conversation starts with a clear, confident message,” McDonald said. “Pergo Floors can handle anything, and we mean it. From there, RSAs can really bring it to life with specifics: durability, waterproof performance, how does it hold up to pets, spills, really everyday life and traffic? That’s really what sticks with customers.”
Preparation drives performance
What do all high-performing Mohawk retail partners have in common? Early preparation.
As with any national promotion, execution ultimately determines success. According to Kim, top-performing retailers take a proactive approach. “They get with their Mohawk sales reps early, they get their in-store marketing set up ahead of time and they make sure that their teams understand both the products and the promotion before things get busy,” he explained.
They also fully leverage the tools available to them. “They take advantage of all the marketing tools and assets that we offer, and they make sure that their digital presence and in-store experience feel very connected,” McDonald added. “Go ahead, prepare. All of your assets are on Mohawktoday.com.”
For RSAs, the upcoming Pergo product webinar (to be held June 17) offers an additional opportunity to prepare. “This is such a great opportunity for the RSA—it’s a great way to build their confidence and their excitement around the products.
