Have you planned your Memorial Day-themed social media messages yet? If not, perhaps it’s time to start. A new Experian report, shared by Marketing Pilgrim’s Cynthia Boris, reveals that Memorial Day email promotional messages yield a higher transaction rate than those for other holidays, including Black Friday, Cyber Monday, and Mother’s Day.

Why Memorial Day? Cynthia notes it’s likely because this holiday is more relaxing than the rest—no gifts to buy and no feasts to make. Like her, I use Memorial Day as an opportunity to shop for the big-ticket items I know will be on sale.

The Experian report looked at emails, but it doesn’t take a Superman-sized leap to suggest that the same success might be found when using social media to reach customers with Memorial Day specials. If you’re in retail or ecommerce, now is the time to start planning those messages that tout your holiday promos.