Retailers try to make April 15 less taxing

ByABC News
March 10, 2008, 12:08 AM

— -- Capitalizing on the fast-approaching April 15 income tax deadline, a rush of retailers have created their own versions of "tax relief" in the form of tax-time tie-ins.

From pizza makers to massage services, they are trying to turn one of the most dreaded days of the year into a promotional vehicle with discounts and giveaways.

In a related stunt, Papa John's franchisees in 15 markets will dole out free slices on April 15 at high-traffic post offices.

Consumers dropping off their taxes on that day often owe money, "so they're not in a great mood," says Keith Sullins, a franchisee in the Houston area. Giving them free grub and "putting a smile on their face" will give the brand a boost while getting people to sample its fare.

"There are lots of people who have never tried (our pizza) before," says Sullins. "It's a great opportunity to give them a taste of it."

Consumers can expect more promotions tied to such offbeat "holidays" as companies try to stand out from competitors and boost sales in a sluggish economy, says Allen Adamson, managing director at branding agency Landor Associates.

"It underscores the pressure that marketers are under today to get noticed," he says, pointing out recent promotions linked to Feb. 29 Leap Day and Feb. 2 Groundhog Day. "The other traditional holidays are so overdone."

Many attempts at tax-time promotions will "fall into the trying-too-hard category," he says, but if they're relevant, such as offering organizing tools, or offer unexpected fun, they can work.

Others trying to get in on the IRS action:

The Container Store is promoting its "tax time sale" on its website, with in-store banners and a special catalog mailing. The message for consumers is to "organize before you itemize." Deals include a six-pack of hanging file folders for $5.99 instead of $6.99 and a receipt file at $4.99, down from $6.99.

Travel companies. According to a National Retail Federation survey, 12% of people expecting a refund this year say they'll use it for a vacation. Last year, refunds averaged $2,259, according to the IRS. Armed with those statistics, Marriott & Renaissance Caribbean & Mexico Resorts has launched a 1040 Family Travel deal to chase that money. Package rates for five nights at one of nine resorts begin at $725, saving up to 40%.