The rules are simple: don’t let a black cat cross your path, don’t walk underneath a ladder, avoid spilling salt, don’t break a mirror, and, please, don’t do all of these on Friday the 13th.
It is difficult for me to understand the fear of bad luck that is associated with Friday the 13th – after all, Friday is the day we’re all work
ing toward, right? As it turns out, I’m not the only one conflicted about the superstitions of Friday the 13th. Before the 19th century, you’ll be hard-pressed to find any literary allusion to the day. One theory suggests that it is the hybrid of two older superstitions: thirteen is an unlucky number and Friday is an unlucky day. In a society where lucky socks, scrunchies, and charms are ubiquitous, it’s not surprising that we’ve done the simple math of unlucky Friday + unlucky thirteen = unluckiest day ever.
The good news is that we, as marketers and advertisers, can use this unluckiest day beneficially. In 2008, Crate & Barrel emphasized the positive with a “Lucky You” campaign on Friday the 13th, encouraging consumers who would typically shy away from excursions to come out and claim their luck in the form of a discount. Crate & Barrel played off their customers’ superstitions; through this approach, they were able to change perceptions and behavior associated with the date.
True to its namesake, the popular Friday the 13th series has capitalized on the day; five of them have been released on a Friday the 13th. Using society’s obsession with horror movies, the series has profited by enhancing the superstition of Friday the 13th.
Lastly, although it’s not necessarily the 13th, Black Friday deserves mention: it is simultaneously the luckiest and unluckiest day of the year. With advertising starting as early as, well, now – anyone can sign up today to receive coupons to prepare for the biggest, and most dangerous, shopping day of the year.
On a day where sales have historically dropped, markets have crashed, and people trample each other for the biggest discount, we, as advertisers, are challenged to come up with creative approaches to motivate people to grab their lucky rabbit’s foot – or whatever good luck charm they tout – and seize the allegedly unlucky day. In fact, Kidd Group is offering a good luck deal of our own – buy 13 design hours and get 13 free!
We’re feeling pretty confident about this Friday the 13th – but you won’t see us stepping on any cracks.