Maloney Carpet One’s St. Patrick’s Day Sale blends tradition, community connection and innovative marketing strategies.
By Shandra Martinez
At 6 feet tall, Jeff Maloney might not seem like the obvious choice to play a leprechaun. For 15 years, the third-generation owner of Maloney Carpet One has donned a green costume, complete with a top hat and a heel-clicking jump, to star in the store’s St. Patrick’s Day Sale commercials. Speaking in an Irish brogue, he has become a local icon during one of the business’s most anticipated events of the year.
“The leprechaun costume started as a bit of a joke,” Maloney said. “During a commercial shoot in 2008, I said my line with an Irish accent, and the crew loved it. The heel click just happened naturally. Now, people expect it every year.”
Inside the family’s 3,000-square-foot showroom in Lansing, the annual St. Patrick’s Day Sale has become more than a promotion. It’s a connection to the community and a testament to the enduring power of tradition in retail. For Jeff, the costume and the sale are ways to honor his grandfather, John Maloney, who started the business and the promotion nearly 70 years ago.
“My grandfather would be amazed to see that we’re still doing this promotion,” Jeff said. “It’s tradition, and it’s something people remember us for.”
Seven-decade history
The St. Patrick’s Day Sale began in the 1950s when John Maloney tied the event to his Irish heritage. Itstarted as a way to boost sales during the busy spring season, but it quickly grew into an annual tradition. John ran the business until his death in 1985 when his son, John Jr., known as Jack, took over. Under Jack’s leadership, the sale reached its peak popularity.
“I remember Saturdays during the sale when the showroom was packed,” Jeff said. “We’d have 15 to 20 people in at a time, which is insane for a space our size. Customers would pre-shop and place their orders as soon as the sale began on March 1.”
The sale was a cornerstone of Maloney Carpet One’s success for decades, drawing customers from across the Lansing area and beyond.
Although the St. Patrick’s Day Sale has remained a beloved tradition, the retail landscape has shifted dramatically. In the past, Maloney Carpet One had only two major promotions a year: the St. Patrick’s Day Sale and a fall sale. Now, Jeff credits monthly advertising on TV, radio and social media with keeping the business at top of mind for customers.
“The sale might not be the biggest event anymore, but it’s the one people remember,” Jeff said. “It’s tradition, and in a world where so much is constantly changing, traditions matter.”
Jeff’s leprechaun commercials have played a key role in keeping the sale relevant. The fun ads capture attention and give the business a unique identity. The store also has layered in social media by sharing behind-the-scenes glimpses of Jeff preparing for the commercials.
“Social media has been a great way to engage customers before the sale even starts,” Jeff said. “People love seeing the process, and it builds excitement.”
Vendor partnerships have further strengthened the sale’s appeal. Maloney Carpet One works closely with suppliers to offer exclusive deals during the event, ensuring customers find real value.
“Our vendors are part of this tradition,” Jeff said. “We start reaching out to them early in the year to make sure everything is in place.”
Family legacy
This year’s St. Patrick’s Day Sale holds special significance, as Maloney Carpet One is marking its 70th anniversary. For Jeff, the milestone is a chance to celebrate the family’s legacy and thank customers for theirsupport.
“We’re tying our 70th anniversary to the St. Patrick’s Day Sale because it’s the one promotion people associate with us the most,” Jeff said. “It’s a chance to reflect on our history and show our gratitude.”
Founded in 1955, Maloney Carpet One has weathered economic downturns, industry changes and shifting consumer behaviors. Through it all, the St. Patrick’s Day Sale has remained a constant.
“If my grandfather were alive, he’d be proud to see that we’re still here and thriving,” Jeff said. “It’s about more than just selling flooring. It’s about staying connected to our roots and our customers.”
Jeff believes the success of the St. Patrick’s Day Sale offers valuable lessons for other businesses looking to create annual promotions. The key is to stand out and commit to the long term.
“A tradition like this doesn’t build overnight,” Jeff said. “You have to stick with it and make it something people look forward to.”
He points to the importance of tying promotions to a brand’s story or community. For Maloney Carpet One, the sale is as much about celebrating Irish heritage as it is about connecting with local customers.
“It reminds people who you are and why you’re different,” Jeff said. “That’s what makes it special.”
Jeff’s preparation for another St. Patrick’s Day Sale helps him remain optimistic about the future, keeping him focused on honoring the past while adapting to modern challenges.
“This sale has been part of our identity for 70 years, and it’s not going anywhere,” Jeff said. “It’s a tradition that connects us to our customers and reminds them that we’re here, just like we’ve always been.”
