I just got this email. I’m guessing it’s an offshoot of Helmet Awareness Day from previous years, although I don’t know that for a fact, or if other tack shops are involved.
Edited to add: Smartpak and others are also participating in it.
Here is part of the email from Dover:
CELEBRATE SAFETY AWARENESS WEEK
UP TO 30% OFF
TOP HELMET BRANDS!"
@ OVER WTIPPERARY D ONE’t O Samshield KN/K IRH
FREE
Helmet Bag
AND MORE - OVER 150
HELMET STYLES
PLUS ALL HELMETS SHIP FREE!
PLUS, 20% OFF SELECT
PROTECTIVE VESTS!
Keep your upper body covered to support your ambition in the saddle.