Bernie & Phyl's Gives Consumers Two-Week Jump on Sales Tax Holiday

Furniture Retailer Launches Fun New Television Ads To Drive Traffic Before And After the August 15-16 Tax-Free Weekend

Jul 29, 2015, 13:53 ET from Bernie & Phyl’s

BOSTON, July 29, 2015 /PRNewswire/ -- Doubling down on the upcoming Massachusetts Sales Tax Holiday Weekend, local furniture retailer Bernie & Phyl's is matching the tax savings for nearly two weeks leading up to the August 15-16 event, and then extending its no-tax pledge for the week following the statewide promotion.

Beginning Aug. 3, all eight Bernie & Phyl's stores will offer savings equal to twice the taxable amount on all items until Aug. 16. Following the statewide tax-free weekend, Bernie & Phyl's will prolong the holiday by creating its own "no tax" promotion from Aug. 17- 23, offering a 6.25 percent discount on all items throughout the week.

In letting customers know of its plans to cut into the state's coffers, Bernie & Phyl's is launching a series of humorous television ads that are a continuation of its current campaign of taking old black-and-white industrial films and C-level movie scenes, and dubbing in dialogue referencing the sales at Bernie & Phyl's. 

The new "old" campaign has proved so successful since its debut this past spring that the Bernie & Phyl's marketing team saw it as an easy and cost-effective way to promote the tax-free program with the same creative voice. The campaign was created by the retailer's advertising agency DeVito/Verdi.  See the spots here: 

"We saw what happened in this town when there was taxation without representation, so we expect people to go overboard when we take the whole taxation thing out of the equation for a few weeks," said Larry Rubin, CEO of Bernie & Phyl's.  "We want to give people some extra days to save on their taxes and even give those who may be away the first half of August a chance to save big on sofas, chairs, tables and more."

The state's two-day state waiving of sales tax for select items has been a boon to a great many area retailers the past several years.  "This is our Black Friday in many respects, as it gets people out of the house and into stores.  We love it," said Rubin.

About Bernie & Phyl's
Bernie & Phyl's Furniture is a privately owned furniture retailer based in Norton, Massachusetts.  The family run business currently has eight stores in New England: Braintree, MA; Hyannis, MA; Nashua, NH; Natick, MA; Raynham, MA; Saugus, MA; Warwick, RI; and Westborough, MA.  Bernie & Phyl's Furniture received the prestigious Better Business Bureau Local Torch Award for Excellence in 2011, 2009, 2007, and 2004, which is given to companies that embody the highest ethical standards. 

In 2002, the company was named "Retailer of the Year" by the National Home Furnishings Association, which is the highest honor in the retail home furnishings industry.  The company ranks among the Top 100 furniture stores in the country according to Furniture/Today magazine.  This year, it received the Comcast Spotlight Hall of Fame Award at the 2014 Family Business Association Awards for Massachusetts event.

SOURCE Bernie & Phyl’s