Sale & Promotion Language Standards

Sale & Promotion Language Standards

At Belleville Market, we carefully craft how we communicate with our guests. This includes every promotion, whether it’s a merchant-specific offer or a market-wide event. Our goal is to ensure that all promotions feel curated, elevated, and on-brand—consistent with the European-inspired, modern neighborhood department store aesthetic that defines Belleville. These guidelines help merchants communicate promotions in a thoughtful, guest-focused way.

1. The Belleville Voice in Promotions

When promoting products, it’s not just what you say, but how you say it. Belleville’s voice is:
  1. Curated & Calm: Guests should feel that promotions are thoughtfully selected, not chaotic. Language such as “selected items” or “featured assortment” communicates intention rather than urgency.
  2. Elevated & European-Inspired: Messaging is refined and editorial, taking subtle inspiration from European department stores like Le Bon Marché, Liberty London, and Selfridges.
  3. Clear & Informative: Guests should immediately understand what is featured, how long it’s available, and where to shop (in-store, online, or both).

Words & Phrases to Avoid:

  1. SALE! / BIG SALE / HUGE SAVINGS
  2. Blowout / Flash Sale / Doorbusters
  3. Everything Must Go / Must Go / Clearance (unless final-final)
  4. Using “Edit” (conflicts with merchant named The Edit)

2. Belleville Annual Store-Wide Sale Events

Belleville hosts two annual market-wide sales that all merchants participate in:
  1. Winter Sale Holiday (January)
  2. Summer Sale Holiday (July)
These events are market-wide and receive additional marketing, signage, and in-store promotion. During these periods, merchants should use approved Belleville sale language to align their individual promotions with the broader store campaign. This ensures a cohesive guest experience across all departments.

Merchant Guidance for Annual Sale Events:

  1. Use headline and supporting language that aligns with the approved Belleville style (see section 3).
  2. Highlight curated selections rather than emphasizing deep discounts.
  3. Coordinate with Belleville Marketing on timing, signage, and digital promotion to avoid overlap or conflicting messaging.

3. Approved Sale Language & Why It Works

Event / Headline Language

Choose one primary term for any promotion. These words signal a sale without being aggressive:
  1. Seasonal Event
  2. Seasonal Reduction
  3. Special Event
  4. Limited-Time Event
  5. Event Pricing
  6. Spring / Summer / Winter Collection

Selection Language

Emphasize curation to reinforce the idea that promotions are carefully chosen:
  1. Selected Items
  2. Curated Selections
  3. Featured Assortment
  4. Staff Picks
  5. Final Selections
  6. Limited Selection

Pricing Language

Communicates value without shouting:
  1. Now Reduced
  2. Special Pricing
  3. Event Pricing
  4. Specially Priced
  5. At Reduced Prices
  6. Price Adjustments

Time / Availability Language

Soft urgency, guest-friendly:
  1. For a Limited Time
  2. Seasonal
  3. While Available
  4. This Season
  5. End of Season

4. Structuring Your Promotion

A simple three-part approach ensures messaging is consistent and clear:

Step 1: Headline (1 line)

Use a primary event word to introduce the promotion.
Examples: Seasonal Reduction | Special Event | Spring Collection

Step 2: Supporting Line (1–2 lines)

Combine selection and pricing language to describe what’s featured.
Examples: Selected items now reduced | Curated selections at special prices | Featured selections, now reduced

Step 3: Footer / Availability (Optional)

Include timing and shopping information.
Examples: In store & online | For a limited time | While available

5. Plug-and-Play Examples

Window / Signage:

  1. Seasonal Reduction
Selected items now reduced
For a limited time
  1. Special Event
Curated selections at special prices
In store & online
  1. Spring Collection
Featured selections, now reduced
While available

Social / Website:

  1. Our Spring Collection features selected items at special prices. Thoughtfully curated, available this season. Shop in store or online.
  2. Special Event: Curated selections, now reduced. In store and online.

Annual Sale Example (Winter / Summer Sale Holiday):

  1. Winter Sale Holiday
Selected items now reduced for a limited time
In store & online
  1. Summer Sale Holiday
Featured selections, specially priced
While available

6. Best Practices for Merchants

  1. Use only approved language: Ensures all promotions are on-brand and consistent across the store.
  2. Keep messaging concise: Windows/signage: 2–3 lines. Social/email: 1–2 sentences.
  3. Highlight curation over urgency: Emphasize what is special rather than just price reduction.
  4. Specify availability: Clearly note in-store, online, or both.
  5. Coordinate with Belleville Marketing: Especially important during market-wide Winter and Summer Sale Holidays to ensure consistent messaging and avoid conflicts.
At Belleville Market, every guest interaction is an opportunity to showcase our care, curation, and commitment to quality. Promotions and seasonal events are not just about price—they are a way to highlight the thoughtfulness of your selections and the unique products you bring to our store. By following these guidelines, you ensure that every promotion feels intentional, on-brand, and guest-focused, creating a seamless and elevated shopping experience. Thank you for helping us maintain the Belleville standard of excellence and making every event memorable for our guests.

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