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Fall promos: Sales, incentives usher in new selling season

September 11/18, 2017: Volume 32, Issue 7


The autumn season is upon us and for many flooring manufacturers that means it’s time to unveil fall promotions to accelerate business and excite the customer base.

Here are some recent fall sales.

Armstrong Flooring
Armstrong Flooring announced “The New Look of Tough” national retail promotion to correspond with its new national TV and digital advertising campaign on HGTV. Consumers can receive 10% off qualified Armstrong Flooring products for savings up to $500. The promotion runs from Sept. 18 to Nov. 13 (redemption through Dec. 15) and includes some of Armstrong Flooring’s most popular products. Qualifying collections include: Artisan Collective engineered hardwood; TimberCuts engineered hardwood; Woodland Relics engineered hardwood; Pryzm luxury flooring; and vinyl sheet with Diamond 10 technology.

Consumers who purchase a minimum of four cartons will qualify for a 5% rebate offer, while those who purchase a minimum of 16 cartons can qualify for a 10% rebate. The purchase must be made during the promotion period from a participating Elevate retailer. The maximum discount is $500 in the form of an Armstrong Flooring Visa Prepaid card.

Bamboo Hardwoods
Screen Shot 2017-09-15 at 3.11.29 PMBamboo flooring just got a little bit “racier,” as in car racing. Bamboo Hardwoods is offering a 2017 industry incentive program for its retailer and distributor partners via a “Sell Bamboo, Win a Triumph TR6” promotion.

Running now through Sept. 30, retail salespeople qualify to win a classic 1970s-era British classic car—the Triumph TR6—by selling an order of (greater than one box) Bamboo Hardwoods’ brand flooring then entering their order details via Bamboo Hardwoods’ car promotion homepage. Distributor reps are also eligible for cash prizes. “Our overall thought on this program is to bring some additional retailer-level interest toward our amazing bamboo products and have a little fun in the process,” said David Keegan, president and CEO of Bamboo Hardwoods.

Upon completion and verification of qualifying sales via, the company will issue the retail sales associate a unique lottery ticket number to be checked against a live drawing on Oct. 9, where one lucky winner can drive off with the car or take cash equivalent. Additionally, every RSA and corresponding DSR each gets a $50 cash reward for qualifying sales during the promotional period after their third sale/entry.

Consumers can save big this fall thanks to the Mirage Fall 2017 Rebate Sale, taking place across North America at all participating Mirage dealers from Oct. 2 to Nov. 25. Consumers get a $0.50/sq. ft. rebate on Mirage flooring during this promotion. This offer is valid on all Mirage products, regardless of species, color or width.

“Fall is often synonymous with remodeling projects for many consumers that need to change their décor,” said Brad Williams, vice president of sales Screen Shot 2017-09-15 at 3.11.24 PMand marketing at Boa-Franc, maker of the Mirage brand. “Thanks to the $0.50/sq. ft. rebate offered on all our flooring during this sales event, it is a great opportunity to save big while enjoying the quality for which Mirage floors are known.”

Nearly 2,000 Mirage Maestro Dealers throughout North America are participating in this event. For the rules and a list of participating dealers, visit

Shaw Floors
Shaw Floors announced that registration for its fall national promotion, the Shaw Friends and Family Sales Event, is now open to Shaw Flooring Network aligned retailers who participate in the company’s consumer financing program. Registration must have been completed by Aug. 25, and the promotion—which includes a broad assortment of Shaw, Anderson and Tuftex styles—will run from Oct. 1 to Nov. 11.

Specific details of the promotion may be found online at Benefits include a downloadable coupon of up to $1,000 in savings and 24 months special financing. Shaw Floors’ Spring Anniversary Sale saw record retailer engagement, and aligned retailers who took advantage of the special financing option reported increased average ticket sales and enhanced customer retention.

“The coupon was the primary trigger in this offer and had a big impact with consumers,” said John Staff, owner of Staff Carpets. “The sale helped us exceed daily sales goals and our business is currently up 40% compared to last year.”

Tandus Centiva, a Tarkett company, is promoting the launch of its completely new area rug collection by giving away a free area rug. Between now and midnight Oct. 6, Facebook followers of Tarkett Contract can enter for a chance to win a customized 6-foot x 10-foot area rug. The contest can be found at

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Fall promotions kick off selling season

August 31/September 7; Volume 30/Number 6

By Nadia Ramlakhan

Screen Shot 2015-09-03 at 3.58.45 PM Industry experts know that when fall rolls around, sales, promotions and other incentives attract consumers hoping to begin home projects or take on fresh renovations. For leading manufacturers and buying groups, offering discounts and special deals help drive traffic into stores. Following is a sampling of what some industry leaders have in store this fall.

Armstrong Floor Products

In an effort to drive sales of American-made products, Armstrong Floor Products is hosting a promotion beginning Sept. 14 and running through Nov. 20. The promotion will help build consumer awareness of the benefits of domestically grown and produced hardwood floors. Armstrong distributors and Elite retailers will receive window clings and pop-up display banners designed to encourage consumers to ask about Armstrong’s American-made hardwood.

The new POP display merchandising highlights a number of Armstrong’s American hardwood collections including its popular American Scrape. A portion of the sales from this particular collection will support the company’s donation to Homes for Our Troops, a national non-profit organization that builds specially adapted homes for severely injured veterans.Screen Shot 2015-09-03 at 3.58.31 PM


Now through Sept. 30, Couristan’s vast array of handmade and power-loomed area rugs will be available at its lowest dealer pricing of the year as part of the Fall 2015 Savings Event. Enhanced with fresh new designs in all categories, the company’s assortment showcases a wide range of high-end designs in price points ideal for today’s cost-conscious consumers.

To provide an even greater value, dealers will be given additional discounts for bulk purchases. They are encouraged to contact their territory managers for more information on taking advantage of these discounts and revitalizing the looks of their showrooms.

Flooring America/Flooring Canada

Flooring America/Flooring Canada is currently hosting its Ultimate Comfort Sale, featuring 50% off select styles of Innovia carpet through Sept. 27. Made with eco-friendly, natural fibers, Innovia is soft, stain resistant and resilient.

In line with the buying group’s comfort theme, consumers can also get up to $500 off select hardwood, laminate, tile and vinyl. Plus, Tempur-Pedic Carpet Cushion is also on sale, so consumers can enjoy even more support underfoot.

Beginning Oct. 1 and running through Nov. 29, the Stainmaster National Savings Event highlights numerous offers including special 18-month financing. Select Stainmaster products such as Stainmaster PetProtect are on sale in addition to select hardwood, laminate and LVT.


The semi-annual National Karastan Month runs Sept. 23-Nov. 9. With an assortment of product discounts, rebates and attractive consumer offers, National Karastan Month consistently proves to be a successful in-store selling event for Karastan retailers.


Screen Shot 2015-09-03 at 3.58.06 PMThe Mirage Fall 2015 Rebate Sale will take place across North America at all participating Mirage dealers in the U.S. and Canada (excluding Quebec) Oct. 5-Nov. 28. Consumers will receive a $0.50-per-square-foot rebate on Mirage products during this promotional period. The offer is valid on all Mirage Classic, Mirage Engineered and Mirage Lock products regardless of species, color or width.

With this rebate consumers can save big while enjoying the quality for which Mirage floors are known. A list of participating dealers will be available at after Oct. 5.


The Mohawk Anniversary Sale will run from Sept. 10 through Oct. 26. In addition to an instant rebate of up to $500 on SmartStrand Forever Clean and ArmorMax products, Mohawk’s largest annual sales event will feature product discounts on select offerings in addition to other Mohawk hard surface products.

Shaw Floors

Running now through Sept. 30, 30 Days of HGTV Home is exclusive to HGTV Home flooring by Shaw, including no interest for 30 months or savings of up to $500. The promotion also features special incentives for retail sales associates on all HGTV Home flooring products by Shaw.

In addition, Floor Now Save Today is taking place Oct.1-Nov. 9 with no interest for 24 months and savings of up to $500. RSA incentives will be offered on qualifying carpet and hard surface styles. To help with promoting in-store and online, dealers will have access to comprehensive advertising and marketing materials including POP kits; TV, web mobile and print ads; direct mail and radio scripts, and social media content.


Combining the upward trend of consumer confidence with growing consumer awareness of indoor air quality, Tarkett is driving sales during the fall selling season with its Healthy Floors, Healthy Homes, Healthy Families promotion. Now through Nov. 30, consumers will receive a retail discount on their purchases of qualified Tarkett FiberFloor, luxury vinyl and laminate collections. During this period retailers will receive promotional pricing on qualifying products along with in-store promotional kits and other useful sales tools.

As a bonus, when a consumer registers her flooring purchase online via she will receive a promotional code for an online purchase of a Vitamix blender.

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Fall promos encourage a fresh start

Volume 28/Number 6; September 1/8, 2014

By Jenna Lippin

Screen Shot 2014-09-11 at 9.46.09 AMWith fall comes an opportunity to take time to start new projects, which, for many, includes new flooring. A number of leading manufacturers and buying groups consider a new season the perfect opportunity to offer incentives that will drive traffic into stores. FCNews spoke with some of these companies about a number of the top promotions to be featured in the coming months.

Abbey Carpet & Floor/Floors to Go

Abbey’s National Gold Tag Flooring Sale and Floors To Go’s National Flooring Extravaganza Sale, which will both run Oct. 1-31, include all the tools to help members plan a successful sale event. A free POP kit is available to participating dealers, which includes signage and sales tags. Options include selecting promotional products (a number of manufacturers are included in the events), re-pricing floors, creating showroom flyers, promoting the sales via member sites and advertising planning. Both groups also offer an option to participate in a direct mail marketing campaign to help promote sales events.

Beaulieu America

Beaulieu America will be continuing its Perfection Is Yours American Express reward card promotion through the fall, with the program concluding Jan. 3, 2015.

Qualifying Beaulieu America dealers will earn a $200 American Express reward card for selling multiples of 200 yards of qualifying Beaulieu America styles during the promotion.

There are a variety of Beaulieu America carpet collections and styles included in the program; among them are Bliss Perfection, Bliss Magic Fresh, Bliss Healthy Touch, Bliss Stainmaster with Magic Fresh, Bliss Indulgence and more.

Dealers should see their Beaulieu representatives for details and how to qualify.

Carpet One Floor & Home

Carpet One Floor & Home’s new collection of pink ribbon welcome mats—available in participating stores Oct. 1—marks the group’s 10th year of supporting breast cancer research. Twenty-five percent of the sale price of each mat is donated to The Breast Cancer Research Foundation (BCRF).

The Carpet One Welcomes Your Support campaign has been raising funds to support organizations and researchers searching for a cure since 2004. This year’s collection includes 15 new designs that make a statement of support in any home.

The collection will also include 12 designs created by interior design experts. These interior designers and stylists have tapped into their design styles and personal inspiration to create the first Designer Series of pink ribbon welcome mats. Each designer collaborated with Carpet One Floor & Home to develop a mat design that represented himself/herself.Screen Shot 2014-09-11 at 9.46.17 AM

Flooring America

Through Sept. 15, consumers can buy select styles of Downs carpet in Flooring America stores at sale prices and receive free installation as part of the Free Installation Event. According to management, the Downs reputation for superior construction, exclusive styling and exceptional performance makes it a go-to brand for consumers, and they can now have it installed without any extra work or any extra costs.

The One Price Covers It All campaign, which will run from Oct. 2 to Nov. 11, will feature sale prices and no charges for extras on select Resista and Resista Soft carpet offered in Flooring America stores. Sale features include free room measure and estimate, free carpet delivery, free carpet and pad rip out and haul away, free furniture moving, and the first Stanley Steemer cleaning at no charge (at participating stores).


National Karastan Month, which always occurs during the fall months, will run this year from Sept. 25 through Nov. 10. Mohawk is providing Karastan retailers with extensive resources to showcase the brand’s signature styling and help attract customers, including national advertising, retail advertising—including ready-to-use images, newspaper ads, magazine ads, direct mail inserts, radio scripts and web-based promotions—point-of-sale kits, finance offers, Imagination program and a cushion offer. The sale features consumer rebates and product discounts on the season’s most popular trends.


The upcoming annual Mohawk Anniversary Sale is exclusively available for Floorscapes and ColorCenter retailers. The promotion will run from Sept. 12 through Oct. 27 and offers a number of valuable incentives, including product discounts and cushion offers, cash-back incentives, consumer finance offers and enhanced Mohawk Infinite Reward points. The company is also extending a full mix of national and local advertising support and updated, eye-catching point-of-sale kits to promote in store.


Shaw’s annual 30 Days of HGTV Home promotion features special financing and will run through Sept. 30. This year the company is offering 30 months of financing during the 30-day promotion. For retail sales associates, incentives have been added to HGTV Home flooring products by Shaw. Shaw will have social media support with daily giveaways during the promotional period.

Shaw’s second promotion for fall, Floor Now, Pay Later, will take place from Oct. 1 through Nov. 10. Also centered around finance, Shaw will be offering 24-month financing plus a $150 manufacturer’s rebate. This promotion will receive national advertising support and daily giveaways posted on Shaw’s social media sites. Dealers will have complete advertising packages and marketing materials. For the retail sales associate, Shaw has incentivized all Anso nylon products during the promotional period.