Buck Mason is a modern American apparel brand inspired by the ethos of California living including simplicity and ease. The company took a different approach to the common overconsumption associated with Black Friday & Cyber Monday, doubling down on their high-quality, long-lasting products and not offering a discount. Instead, they used this as an opportunity to reinforce their mission, share a gift guide, and provide gift wrapping for all in-store shoppers.

Their Cyber Monday email titled ‘Good All Year Round’ reminds customers how their clothes stand the test of time and therefore they sell them at a fair price all year round.

While Buck Mason opted out of discounts, they offered online gift guides for customers to easily guide them to the products right for their loved ones. Within the ‘featured’ category section of their navigation, they added a new ‘Holiday Favorites’ category under both ‘Mens’ and ‘Womens’ menu filters.

To encourage customers to come and shop in person to feel the luxurious quality of their clothes firsthand, Buck Mason offered free gift wrap in-store. This promotion leads customers to their store finder which provides the address of the store and map location, features images of the store’s design, and highlights their curbside pickup service.

We visited their 12 South location in Nashville and were able to experience their premium fabrics in-person which helped convert us to the products we had been considering.