Harvest Market's Monthly Discount Day Makes A Welcome Return

This September in the cities of Fort Bragg and Mendocino, California, Harvest Market reintroduced its cherished 10% discount program, delivering a ray of hope in inflationary times. A welcome return, the program was paused during the COVID-19 pandemic when supply chains were strained and uncertainty loomed large.

The origins of this monthly discount program trace back to 2009 when Jennifer Bosma, owner of Harvest Market, was inspired by another store, deciding to weather the economic storm of the recession with a bold idea.

“We sat there, we crunched the numbers, and thought, 'Okay, well, we're not increasing our overhead except for labor for that one day. So let's try it.’ And it turned out really well.”

Bosma wanted a consistent schedule so shoppers could plan for it, and needed to choose a day that wouldn't hit major holiday.

"The second Wednesday of the month just seemed to work," she said.

And work, it did. Harvest Market nearly doubles their sales for the day during the promotion.

Harvest Market holds their 10% discount program on the second Wednesday of every month. 

The 10% discount applies storewide (except for stamps and lottery tickets). For those seeking even more savings, an additional 10% off is offered when purchasing a case of any item (except beer).

Bosma has noticed a trend in shopping carts during these monthly extravaganzas. Pantry staples and liquors fly off the shelves, reflecting the practical needs and indulgences of the community. She has also noticed that customers aren’t just excited for the savings; it's the return to normal that warms their hearts.

“People are saying, ‘We're back to normal.’ They feel like this is a sign that we're done with COVID,” she shared, echoing the sentiment of a community eager to reclaim a semblance of pre-pandemic life.

When asked if she has any advice for grocers wanting to start a similar program, Bosma says the key is to have patience and let it grow.

“A lot of people said, well, we tried it once and it didn't do anything,” Bosma advised those considering a similar initiative. “Let it grow. Let people adapt to it. You know, we didn't have great success the first, the second, the third time.”

“If you're in a small community, it just lets the community know that you're taking care of them,” she added, underlining the importance of nurturing community ties in the pursuit of shared well-being.

Bosma includes her employees in that community care. Since the discount day is so busy, she offers that day's employees a catered lunch from a local restaurant. 

So, as the second Wednesday of the month rolls around, the aisles of Harvest Market come alive with the hum of excitement, the clinking of shopping carts, and the aroma of shared meals. This monthly discount extravaganza isn’t just about groceries — it’s a celebration of resilience, community, and the return to normal.