In the busy world of retail baking, businesses have often waited for the big holidays such as Christmas, Hanukkah and Valentine’s Day to showcase special offerings. However, in recent years, there’s a change in the United States when it comes to celebrating holidays.

Beyond traditional events – including birthdays, weddings, graduations and religious holidays – is something Dawn Foods refers to as “All-idays,” which celebrate just about everything else. This innovative concept encourages bakeries to seize the magic in everyday moments and turn them into something truly special.

Source: Dawn Foods

With All-idays, there’s no need to wait for the big holidays or milestones – every day becomes an opportunity to celebrate with a sweet treat. This is especially popular with Millennial and Gen Z consumers, who participate in “little treat culture,” a trend started and highlighted on TikTok and other social media platforms that leans into the fact that many like to reward themselves with something sweet after a task, no matter how big or small.

All-idays offer ample opportunity for the retail bakery to increase store sales by driving awareness of the holiday and serving as the source consumers turn to when they need help preparing for their celebration. Star Wars Day, the Oscars, Donut Day and Derby Day – these are just a few of the myriad noteworthy events throughout the year that can be celebrated and make an otherwise ordinary day special.

Source: Dawn Foods

Online calendars identify at least one celebration per day, all throughout the calendar year, so there is plenty of opportunity for festivity. You can look at these calendars to create your own. Plan ahead and designate specific All-idays throughout the month. Think beyond the traditional holidays and identify quirky, fun themes that resonate with your customers. Whether it’s National Blueberry Month in July or Just Because Day on August 27, this allows your creativity to shine.

July alone provides a wealth of opportunities. In addition to the Fourth of July (which, according to Nielsen Byzzer, leads to a 15 percent increase in pie sales at grocery stores), there’s also National Junk Food Day, National Ice Cream Day, Shark Week and the start of the Summer Olympics.

Source: Dawn Foods

That being said, you do need to know your customers and what they will respond to as an All-iday. Not every potential event is the right one. The celebration has to be legitimate or creative enough to generate interest. Even if you are not personally interested in the holiday, it’s the customer’s impression that is most important. Seek out the input of your staff, as well as regular customers, for ideas. A successful promotion requires employee buy-in, because they are the ones interfacing with the customer, and you want the team to be excited.

Remember, it’s all about bringing the fun to your bakery, catering to diverse customer preferences and increasing customer engagement throughout the year. By embracing these lesser-known holidays, you can expand your offerings and drive sales on a more consistent basis.