Build-A-Bear declares 'Pay Your Age Day' deal that plunged stores into chaos a massive success 'bigger than anyone could have possibly imagined'

Posted On: Jan 14, 2019   |   Posted By: Business Insider

Build-A-Bear declares 'Pay Your Age Day' deal that plunged stores into chaos a massive success 'bigger than anyone could have possibly imagined'

Build-A-Bear is celebrating its explosive "Pay Your Age Day" deal as a game-changing success.
In July, stores were plunged into what some customers called "madness," as shoppers crowded into malls and waited for hours for the "Pay Your Age" deal.
Six months later, the company says that the deal proved the power of the Build-A-Bear brand and has played an important role in birthday-centric sales, which make up a third of business.
"It was bigger than anyone could have possibly imagined," Build-A-Bear CEO Sharon Price John said Monday.
ORLANDO, Florida - Build-A-Bear's explosive "Pay Your Age" deal was bigger than anyone - including Build-A-Bear - could have imagined.
In mid-July, Build-A-Bear debuted the "Pay Your Age" deal. For one day, loyalty program members could pay the amount equal to their age for a stuffed animal from the retailer. In other words, if a shopper is 12 years old, he or she could pay $12 for a stuffed animal.
The deal plunged stores into chaos as shoppers flooded malls and waited in lines...

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