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Tu B’Av – The Jewish Valentine’s Day
Tu B’Av is the 15th day of the month of Av (usually corresponding to the dates in July or August), a somber month on the Jewish calendar. Up until the 10th of Av, the month is highlighted as a sad month (see our post on the Nine Days). However, when the ides of Av hit, the month transforms into a month synonymous with love, romance, and joy. In Israel, it is celebrated as a holiday of love similar to Valentine’s Day and considered a very desirable date for Jewish weddings, engagements, and singles events worldwide.
According to the Talmud, Tu B’Av was a joyous holiday when the unmarried girls of Jerusalem would dress in white garments and go out to dance in the vineyards. Although we haven’t actually seen that take place, it would be quite a photo op to capture that joyous scene! In modern times, Tu B’Av marks an informal “high” to counter the “low” of the The Three Weeks leading up to Tisha B’Av. (portions recombined from Wikipedia)
How to Benefit:
The same marketing and sales tactics you use for Valentine’s Day can be put into effect here. Ads in Jewish media outlets the weeks after (not before, since you want to be sensitive to the Three Weeks) Tu B’Av is a great way to show you value and understand the Jewish party planner. And they’ll appreciate your business. Perhaps host a Jewish bridal event for Jewish brides a week or so after Tu B’Av for those looking for venues (High Style Events can help you create a bridal showcase that is perfect for Jewish brides).
Most venues and vendors have a packed summer schedule, but Tu B’Av helps those businesses think ahead and plan for a nice fall/winter of weddings. See our post on the Orthodox Jewish Wedding in Three Months and you’ll see that Tu B’Av engagements mean October and November wedding dates. Most likely if you’ve had a successful summer of weddings, you’ll have the money to spend on marketing so think ahead!
I hope this helped you understand Tu B’Av better and help you start benefitting from the richly diverse Jewish calendar and traditions!
Henry Isaacs
Jewish Marketing 101 