bake - April 2016 - 50

Nontraditional Holidays
There's a change in our nation when it comes to celebrating

Know your customers. Realize that every opportunity is not

holidays. Beyond the traditional birthdays, weddings, gradu-

the right one. National Doodle Day or Zipper Day may not be

ations and major religious holidays are the phenomena of

a popular bakery sales opportunity, but perhaps Pi Day (on

"Allidays," which celebrate just about everything else. Think

March 14), which is now recognized by Congress, could be a

St. Patrick's Day, Star Wars Day, Cinco de Mayo, the Oscars,

possibility. Remember, the celebration has to be legitimate

Donut Day and Derby Day. Online calendars identify at least

or creative enough to generate interest. To make a nontradi-

one celebration per day, all through the calendar year, so there

tional holiday work, it's crucial to know the market and what

is plenty of opportunity for festivity.

your customers care about and respond to. Even if you are
not personally interested in the holiday, it's the customer's

Allidays are popular with millennials, who have $1.99 tril-

impression that is most important. Seventy-seven percent of

lion in spending power. Breaking with tradition, this genera-

shoppers treat themselves to deals during the typical holiday

tion doesn't require you to be part of their family unit to be

season. Allidays are another opportunity to tap into that self-

included in the celebration. And while this type of holiday may

indulgence, so consider what baked goods are already best

be more casual than its traditional counterpart, food prep is

sellers as you prepare for your Alliday.

still a challenge. Consumers may reference Pinterest to try to
create themes, but those with little to no experience baking

Plan ahead. Look at the sales for the previous year and iden-

or decorating continue to look to the professionals for help in

tify any gaps where you experienced a slowdown. Ideally, the

serving up perfection to their friends, family, coworkers and

event should fall at a time of year when sales are normally not

guests, especially as they enjoy talking about and sharing their

at their peak, helping you to drive additional sales. You prob-

festivities on social media.

ably won't need to slash prices for the event; typically, the
promotion itself generates enough excitement.

This is where you come in. Allidays offer ample opportunity for
the retail bakery to increase store sales by driving awareness

"When there is a unique baked item offered during the promo-

of the holiday and serving as the source consumers turn to

tion, customers are typically eager to purchase it at full price,"

when they need help preparing for their celebration.

said Kim Ennis, food service sales at Dawn Foods. "In that
case there is no need to do a two-for-one special. You may,

How can you turn an Alliday into an opportunity to build busi-

however, think about providing a coupon to bring customers

ness? Here are four things to consider as you get started:

back at another time of year that is slow."

50 < APR 2016 | bakemag.com
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bake - April 2016

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