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Hey there, convenience store owner/operators! In today’s economy it’s crucial to constantly find fresh ways to drive foot traffic, boost basket sizes, and ultimately, increase those vital sales numbers. It’s a competitive landscape out there, and staying ahead means being proactive and innovative.

That’s why I’m always looking for actionable strategies, and trust me, some of the easiest wins are right under our noses: the plethora of national food holidays! You might be thinking, “Holidays? What does that have to do with my C-store?” Well, my friends, everything! These often-overlooked celebratory days are prime opportunities to create buzz, offer exciting promotions, and connect with your customers in fun, memorable ways.

This week, specifically from July 21st through July 27th, is absolutely packed with delicious opportunities. Let’s dive into 5 key food holidays and how you can leverage them to make your store the go-to spot in your neighborhood.

July 21st: National Junk Food Day

This is the ultimate guilt-free indulgence day! National Junk Food Day celebrates all those delicious, comforting snacks we crave but don’t always allow ourselves. Think chips, candy, sodas, and all the sweet and savory treats that make life a little more fun. Its exact origins are unclear, but the term “junk food” was popularized in the 1970s. Interestingly, some of the most beloved junk foods, like potato chips, were invented by accident!

Why You Should Be Interested: This is a no-brainer for convenience stores! Your aisles are already stocked with the perfect inventory. This day taps into pure impulse buying and encourages customers to treat themselves, often for multiple items. It’s about fulfilling that momentary craving. Recent reports indicate that while consumers are becoming more price-conscious with snacks, they are still prone to impulse buys, especially when attractive deals are present. Gen Z, in particular, is noted for seeking out new products and flavors and has significant spending power in c-stores.

What You Should Be Doing:

• Create Irresistible Bundles: Go beyond single-item purchases. Think “Movie Night Munchies” packs with a large bag of chips, a couple of sodas, and a family-sized candy. Or a “Game Day Grab Bag” with an assortment of popular snacks.
• Run “Buy Two, Get One Free” (BOGO) Deals: This is a classic for a reason. Apply it to your best-selling candy bars, bags of chips, or even select novelty ice cream treats. It encourages higher unit sales.
• Feature Larger Sizes with Discounts: Offer a slight discount on king-sized candy bars, family-sized chip bags, or multi-packs of popular sodas. This aligns with current consumer trends of buying larger sizes to save money in the long run, thereby increasing your basket size.
• Eye-Catching Displays: Set up prominent displays near the front of your store and at the checkout. Use fun, vibrant signage that screams “Indulge!” Highlight both national brands and your private label snack options, as private label sales are on the rise.

July 23rd: National Vanilla Ice Cream Day

The queen of ice cream flavors gets her recognition! Vanilla ice cream is a universally loved and incredibly versatile dessert. It was so significant that President Ronald Reagan established National Ice Cream Day in 1984 to celebrate the dessert and support the American dairy industry. Its appeal lies in its simplicity, comfort, and its perfect role as a base for many other treats. 

Why You Should Be Interested: Even if you don’t have a soft-serve machine, every C-store has a freezer section. Vanilla ice cream is a consistent seller, and this day allows you to specifically highlight it, attracting customers looking for a cool treat during the summer heat. It’s also an excellent cross-promotional item. The global ice cream market is projected to continue growing, with impulse purchases like ice cream sticks being a significant format for convenience retail.

What You Should Be Doing:

• Discount Pints or Cones: Offer a special discount on pints of vanilla ice cream or pre-packaged vanilla cones. This can attract customers looking for a sweet deal during the summer.
• “Add a Scoop” Promotions: If you sell coffee or soda, offer a special price to “add a scoop of vanilla ice cream” to create a float or an affogato-style drink. This is an easy upsell and taps into the growing popularity of specialty iced beverages.
• Cross-Promote Toppings: Display popular ice cream toppings (sprinkles, chocolate syrup, caramel, whipped cream, cherries) right next to your vanilla ice cream. Encourage customers to “build their own sundae at home.” This significantly increases basket size.
• Consider Loyalty Program Tie-ins: Offer bonus points or a small discount for loyalty members who purchase vanilla ice cream items.

July 24th: National Refreshment Day

Observed on the fourth Thursday of July, National Refreshment Day was founded by Traveler Beer Company in 2015. It’s a day dedicated to revitalizing and rejuvenating, often with cool beverages, particularly ice-cold beer and other refreshing summer drinks. It’s about taking a moment to chill out and enjoy something that hits the spot on a hot summer day. 

Why You Should Be Interested: This day is tailor-made for convenience stores, which are primary destinations for grab-and-go beverages. With summer in full swing, consumers are actively seeking ways to cool down. This holiday gives you a specific hook to promote your entire cold beverage section, including non-alcoholic options, and potentially boost sales of complementary items. Beverage sales, especially cold and frozen dispensed drinks, continue to be strong performers in c-stores.

What You Should Be Doing:

• “Cool Down Combos”: Bundle a cold beverage (soda, iced tea, energy drink, or even a craft beer where legal) with a salty snack like chips or pretzels.
• Feature Your Cold Brew & Iced Coffee: Cold coffee beverages are a rapidly growing category. Highlight your cold brew, iced latte, and other chilled coffee options as the perfect “refreshment.”
• Promote Fountain Drinks & Frozen Beverages: Offer a special discount on large fountain drinks or slushies. These are high-margin items and hugely popular during summer. Consider promoting unique or trending flavors for your dispensed beverages, such as those with fruity or exotic notes.
• Suggest Mix-and-Match Deals: Allow customers to mix and match any two or three “refreshment” drinks for a special price.
• Create Visually Appealing Displays: Showcase chilled beverages prominently in ice bins or end-cap displays to emphasize the “cool” factor.

July 25th: National Hot Fudge Sundae Day

This day celebrates the decadent, classic hot fudge sundae – a treat that evokes nostalgia and pure joy. While several cities claim its origin, the hot fudge sundae is widely attributed to C.C. Brown’s Ice Cream Parlor in Hollywood, which combined ice cream with warm fudge in 1906. It’s a simple yet perfect combination of cold ice cream and warm, gooey fudge. 

Why You Should Be Interested: If you have a soft-serve machine, this is your moment to shine! Hot fudge sundaes are high-margin items that offer a premium experience. Even without soft-serve, you can create DIY sundae solutions that will excite your customers. Sundaes specifically are gaining traction in quick-service restaurants and offer a mix of soft-serve, sauces, and toppings, aligning perfectly with c-store capabilities.

What You Should Be Doing:

• Soft-Serve Sundae Special: Feature special pricing on soft-serve sundaes with hot fudge as the star topping. Emphasize whipped cream and a cherry for that classic appeal.
• “Buy a Pint, Get Hot Fudge Free”: Promote a deal where customers get a free small container of hot fudge with the purchase of a pint of ice cream (especially vanilla!).
• “DIY Sundae Bar” Kits: Assemble small kits with individual ice cream cups, packets of hot fudge, mini whipped cream cans, sprinkles, and cherries. Position these near your ice cream freezer. This caters to the desire for customization.
• Drive Impulse Sales at the Counter: Have small hot fudge packets available near the register as an add-on suggestion for any ice cream purchase.
• Visual Appeal: Use signage with enticing photos of hot fudge sundaes. Seeing is believing (and craving!).

July 26th: National Coffee Milkshake Day

This holiday perfectly blends two beloved categories: coffee and milkshakes. While milkshakes themselves date back to the late 1800s (initially an alcoholic eggnog-like drink!), the coffee milkshake gained popularity around the 1930s. It’s the ideal cool-down on a hot summer day with a caffeine kick, offering a refreshing alternative to hot coffee.

Why You Should Be Interested: This is a fantastic opportunity to cross-promote your coffee program with your frozen treat offerings. Many of your customers are already coffee loyalists; this day gives them a new, refreshing way to enjoy their favorite flavor. It’s also a chance to capture the afternoon pick-me-up crowd. Specialty coffees, particularly iced beverages, are seeing significant growth in c-stores, making this holiday particularly relevant.

What You Should Be Doing:

• Special on Coffee-Flavored Milkshakes: If you have a soft-serve machine capable of making milkshakes, create a signature coffee milkshake special. Promote it heavily. This can be a premium offering.
• Bottled Coffee Milkshake Deals: Offer discounts on pre-made, bottled coffee milkshakes from your coolers. These are perfect for quick grab-and-go options.
• “Coffee Break Combo”: Bundle a coffee milkshake with a pastry, a breakfast sandwich, or another complementary grab-and-go food item. This increases the total sale.
• Promote DIY at Home: Suggest your iced coffee and cold brew options as a base for customers to make their own coffee milkshakes at home. You can even display small bottles of chocolate or vanilla syrup nearby. This encourages sales across multiple categories.
• Leverage Your Loyalty Program: Offer bonus points for purchasing coffee milkshake items on this day, encouraging repeat visits.

The Bottom Line: Seize the Summer Day!

As you can see, the week of July 21st through 27th offers a smorgasbord of opportunities for your convenience store. By thoughtfully planning promotions around these national food holidays, you’re not just selling products; you’re creating experiences, tapping into consumer cravings, and giving your customers a reason to choose your store over the competition.

Remember, success in convenience retail is often about incremental gains and smart merchandising. These holidays are ready-made marketing campaigns waiting for you to unleash them. So, get creative with your displays, train your staff to suggest those enticing combos, and let’s make this a week of record-breaking sales and happy customers! What are you waiting for? Let’s make that register ring!