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

AP Photo/Michael Dwyer

• 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.

See the rest of the story at Business Insider

NOW WATCH: Millennials and teens are making Gucci cool again. Here's how the brand nearly doubled its sales in 2018.

See Also:

• Walmart exec reveals why it canceled its Amazon Go-like cashierless program in stores — and what the company is working on instead
• Bed Bath & Beyond's stores have been called 'a mess,' but the chain might be starting to turn that around
• Dollar General is growing at a rate that is 'unthinkable' in retail, and it has a secret weapon that's helping fuel its expansion

SEE ALSO: Workers at chains like Starbucks and McDonald's face violence and injuries on the job — and they're starting to speak out

from Business Insider https://read.bi/2QMihzp