Half birthdays are now a thing
A private boat trip, snorkelling, beach time, dinner by a private chef, karaoke then bar hopping.
And that’s just Day One of these birthday celebrations.
This must be a big one. A 30th or 50th? The big 7-0?
No sir.
This is for someone age 32-and-a-half.
Aka just a regular half birthday celebration.
Yes, adults - especially young adults - are throwing half-birthday parties with themed picnics, luxe dining experiences and sometimes holidays that run into the thousands.
Why?
Well, why not?
I mean, why hang about for a whole 12 months to celebrate yourself when you could do it twice as frequently? Twice the cake, twice the presents and twice the content. After all, those social media feeds aren’t going to fill themselves!
I’m being facetious. Because I can only just manage to celebrate one birthday, never mind two. But for people who are looking for an excuse to partaaay, a half birthday is perfect.
This appetite for celebrating any old thing has been growing for some time
Just take a look at the number of 'special' days we now have: no longer are we forced to survive on a diet of Christmas, Valentines’s Day and Halloween. Now we can gorge ourselves every day of the week if we want to.
Today is National Fish and Chip day, for example.
Tomorrow is National Best Friends Day.
And Monday is the one we've all been waiting for: National Ballpoint Pen Day.
While some of these special days may be blatantly commercial - and a little silly - others are crucial for raising awareness of significant topics - Pride Month for example.
Others combine both: Breast Cancer Awareness Month involves fundraising, but also encourages us to buy pink-themed products. Hurrah.
What does this mean for us?
It shows that demand for personalisation is everywhere now. Being able to communicate on an individual level isn’t just a trend but a necessity. People today expect companies to understand their particular needs and preferences. The upshot is they’re more likely to engage with and remain loyal to them if they do.
So dig into that client data and customer understanding to make every interaction more enjoyable.
Send a birthday card, for example - perhaps not a half-year one.
Shameless plug
My newish website is alive and kicking and it has a new case study to read - take a look. And hit me up (as the young people say) if you'd like to work with me.
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