Tuesday, October 9, 2018

Throwback Tip #165: Celebrate Sweetest Day


Do you celebrate Sweetest Day at your candy shop? A favorite candy holiday in the Great Lakes region (more specifically Buffalo, Cleveland and Detroit), it originated in 1922 when Herbert Birch Kingston, a Cleveand candy maker, decided to give candy and small gifts to the city’s orphans and shut-ins, all who are often forgotten and neglected. With the help of friends and neighbors, he distributed these small remembrances on a Saturday in October. For years to follow, other Clevelanders began to participate in the tradition, which came to be known as "Sweetest Day.”
Al Herz, 1929 RCI Board President, treats local
orphans in with chocolates and entertainment from
the Little Rascals on Sweetest Day in 1928.

In time, the idea of spreading cheer to the underprivileged broadened to include everyone from family and significant others to coworkers and acquaintances with a kind act or a small remembrance. With a little help from movie stars in the 1930s, the idea quickly spread to other cities all over the country.

For many people, remembering takes the form of gift giving. For this reason, Sweetest Day offers an unique opportunity to offer all kinds of gift items. Falling midway between Father's Day in June and Christmas in December, Sweetest Day provides an occasion for the opening of fall merchandising programs and the promotion of various products, not the least of which is candy and boxed chocolate.

Other Ideas to Promote Sweetest Day
  • Remind your customers of Sweetest Day through social media, email and in-store signage. Click here to download our free graphic.
  • Send press releases about Sweetest Day to your local media and let them know of ways your business can help customers celebrate. Click here for more information about the holiday on RCI’s website.
  • Be prepared to explain Sweetest Day and to make suggestions regarding appropriate gifts, keeping in mind that the possibilities are limitless.
  • Create a prominent display of merchandise for Sweetest Day.

Gaining in popularity throughout the country every year, some RCI members have reported sales from Sweetest Day exceeding Mothers Day. This year, Sweetest Day will take place October 20, the third Saturday in October.

RCI's Tip of the Week blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Review past blog posts for quick and actionable tips to apply to your business. Look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox.

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