While every day seems to be some sort of fake holiday, a few of these less-than-official celebrations have become events championed by the business world.
You can get free pancakes on National Pancake Day and free cheesecake on the day created to celebrate that dessert treat. These events seem silly, but they do offer companies a way to raise awareness of their products while luring in new customers.
Celebrations like National Coffee Day, which takes place Friday, Sept. 29, gives companies a chance to draw attention to their brand while thanking existing customers. This year for National Coffee Day, a number of brands have plans to celebrate. That's great for consumers who will be getting free coffee and other deals, but it could also help coffee companies ignite their fall sales.
What deals are being offered?
In addition to the national coffee brands listed below many local chains and mom and pop coffee shops are also participating. These are the deals from some of the biggest players in the coffee space.
- Dunkin' Donuts: (NASDAQ:DNKN) The chain will offer one free medium hot coffee with the purchase of a medium or larger hot coffee.
- Krispy Kreme: Now part of privately held JAB Holdings, this doughnut chain has turned National Coffee Day into National Coffee weekend. It will be offering customers a free cup of hot coffee of any size, or a small iced coffee each day from Sept. 29 through Oct. 1.
- Peet's Coffee: Another JAB Brand, Peet's is offering 25% off coffee beans along with with a free medium coffee or tea to anyone who buys a bag, according to PopSugar.com. The company will also offer online bean buyers the same 25% off with the code "coffeeday17."
- McDonald's: (NYSE:MCD) While the chain has offered specific National Coffee Day deals in the past, this year it's just continuing its current promotion where customers can get any small McCafe beverage for $2.
- Keurig: Yet-another JAB Brand, Keurig will be offering 20% off all coffee pods purchased through its website between Sept. 29 and Oct. 1 if customers use the code "celebrate."
- 7-Eleven: The convenience store will offer customers a free, medium hot coffee between 7 a.m. and 11 a.m. on National Coffee Day.
Starbucks (NASDAQ:SBUX), the biggest player in the cafe space, has decided to take a different approach this year. Instead of offering free coffee, the company plans to celebrate the drink at the core of its business. Its plans had not been released publicly at the time this was written, but a Starbucks representative shared them with The Motley Fool via email.
"We are doing something we have only done a few times in our history. We are taking over the store. There will be no menu boards -- starting Friday, 9/29 through Sunday, 10/1," according to the chain. "Instead, we are sharing with our customers how much good they have been a part of with their coffee purchase and that it means something -- that they care about the farmers and families who grow it and that is it sourced responsibly and sustainably."
This will include sharing how the coffee has been sourced and information on Starbucks' efforts to provide healthy trees to farmers who need them. In addition, the company will offer details about its effort as a founding member of the Sustainable Coffee Challenge with Conservation International.
It's all about promotion
Nearly every day of the year celebrates one or more products, events, or ideas, according to NationalDayCalendar.com. Some are celebrated, some pass without much notice and others remain somewhere in the middle. In October alone, here's just a sampling of the days we have to look forward to.
|Oct. 2||National Fried Scallops Day|
|Oct. 4.||National Taco Day|
|Oct. 6||National Noodle Day|
|Oct. 10||National Handbag Day|
|Oct. 14||National Dessert Day|
|Oct. 22||National Nut Day|
|Oct. 27||National American Beer Day|
|Oct. 28||National Chocolate Day|
Some of these, of course, are downright silly, but you could say the same thing about Amazon taking a random day in the summer and turning it into "Prime Day."
National Chocolate Day or National American Beer Day may not be traditional holidays, but they could become major events if the right brands got behind them. National Coffee Day is a chance for coffee brands to celebrate their product while building awareness, and driving long-term sales.
Daniel B. Kline has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Amazon and Starbucks. The Motley Fool recommends Dunkin' Brands Group. The Motley Fool has a disclosure policy.