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.”
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| 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
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Not a member? Click here to learn how RCI can help you build your sweet business.
Not a member? Click here to learn how RCI can help you build your sweet business.