Do you celebrate
Sweetest Day? A favorite candy holiday in the Great Lakes region (more
specifically Buffalo, Cleveland and Detroit), it originated in 1922 when
Herbert Birch Kingston, a Cleveland 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, RCI Board President, treats local orphans 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
a 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.
Although Sweetest Day does present commercial opportunity, it is also a great opportunity to set aside time to show members of your community that you
care. Consider organizing a group volunteer opportunity for your team, such as serving
meals at a local shelter or visiting with the elderly at a senior living
facility. Not only are these great opportunities to serve your community, they
can help to foster a positive company culture.
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 Mother’s Day. This year, Sweetest Day will
take place October 19, the third Saturday in October.
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