The economic recovery in Taiwan has improved the quality of life of her citizens and facilitated economic growth in the services industry. Among the businesses in the services industry, we should pay close attention to department stores as they have the largest cash flow and are directly connected to Taiwan's economic development. As many large department stores opened in recent years, a variety of marketing strategies has been used to attract customers and increase revenue. Price reduction is the most common strategy used, and stores have begun to use other promotion activities to induce consumer purchase intentions. This study randomly chose 100 samples among customers from department stores in Taipei area. After eliminating 7 invalid questionnaires, there are 93 valid questionnaires, resulting in an effective return rate of 93%. Through literary review and case studies analysis, this study concludes that consumers are more likely to buy as a result of department store anniversary sales. Department store promotion activities directly affect consumers' purchase intention and satisfaction. There is a positive correlation between promotion activities and purchase intention, proving our research hypothesis I. In addition, there is a substantial difference between the professions and anniversary promotion activities. Finally, there is a substantial difference in gender and purchase intention. From the conclusion, we suggest that department stores can plan their promotion activities based on company scale and business strategy while focusing on the consumer needs. Anniversary promotion advertisements and DM designs must focus on consumers' sensory reaction and include a variety of diverse and attractive promotion activities.