Just Enough Familiarity...and Just Enough New!

It's great when retailers create innovation that taps into a consumer's conscience.  With the rich history of "Black Friday" around the holidays already occupying a highly emotionally-charged place in consumer's minds and the relevance of home improvement stores in the Spring...what a simple yet highly effective way to create positive brand connections and build an annual emotional memory in the consumer's mind each and every Spring.  The simplicity is what makes this genius!  ...and the relevance to the brand is what Makes It Matter!  With any luck at all they might even be able to shift the event to "Green Friday" and own the occasion outright as a retail category!