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If you’re anything like the other convenience store operators I’ve worked with, you’re constantly in motion. You’re navigating the daily chaos of managing inventory, training staff, and trying to stay ahead of the competition. It’s easy to get caught up in the day-to-day and forget to step back and look at the bigger picture. We all know that bringing in new customers is the name of the game. Increasing what they spend is equally important. However, finding a low-cost, high-impact way to do it can feel like a challenge.

That’s where this post comes in. I’m not here to tell you about some high-tech, multi-million-dollar solution. I’m here to talk about something simple, fun, and immediately actionable: National food holidays. This week, running from Monday, September 9th, through Sunday, September 14th, offers an incredible opportunity with 5 distinct events. This isn’t about selling a product; it’s about creating a moment. This post is your tactical playbook. I’ll explain the “why” and the “how.” I will provide the strategic context behind these events. You will get a clear, actionable plan. This plan will help turn these fun holidays into real profits. You can achieve this by increasing foot traffic, basket size, and sales. It’s about being a proactive marketer, not just a reactive manager. Let’s get to it.

1. Thursday, September 12th: National Chocolate Milkshake Day

The milkshake is a true American icon. It is a creamy, dreamy concoction. This delightful drink has been a staple of diners and drive-ins for decades. The story of the milkshake traces back to the late 1800s. It began as a way to use up stale bread. The invention of the electric blender by Stephan Poplawski in 1885 revolutionized milkshake-making. Ivan Malinin’s “multi-mixer” in 1930 further advanced this process. The addition of malted milk powder in the 1920s made the drink creamier, and by the 1940s and 50s, the chocolate milkshake had become a cultural symbol of comfort and joy. The holiday’s exact origin remains a bit of a mystery. It is believed to have been established around 1993. It encourages a day of delicious celebration for chocolate milkshake lovers.   

Why You Should Care

The milkshake market is a major player in the food industry, valued at an estimated $15.81 billion in 2022 and projected to grow at a Compound Annual Growth Rate (CAGR) of 3.64% through 2032. More importantly, the chocolate segment holds the highest market share at 38.6%, appealing to a wide range of customers from children to young adults.   

The rise of “gourmet” or “freakshakes”, over-the-top, highly decadent creations, has captured the attention of social media and younger consumers. This movement, combined with the timeless appeal of the classic chocolate shake, creates a unique opportunity for your store. While milkshake parlors are a key driver of market growth, you have a distinct advantage: convenience and accessibility. You can capitalize on the demand for on-the-go, indulgent treats. These treats provide a powerful energy boost for customers. They suit those living a fast-paced life. By positioning your milkshake not just as a beverage, but as a full-blown dessert, you increase its perceived value and open the door to bundling it with meal-time items, which can significantly increase basket size.   

What You Should Be Doing

• Create a Nostalgic Bundle: Offer a “Shake & Sandwich” combo that pairs a chocolate milkshake with a hot dog or hoagie for a classic, nostalgic “diner” feel.   
• Go Viral with a “Freakshake”: Create a limited-time, in-store “freakshake” for one day only. Top a chocolate milkshake with a cream-filled donut or a brownie and encourage user-generated content (UGC) with a unique hashtag. Post a “behind-the-scenes” video of its creation on your social channels to capture the attention of a younger, social-savvy audience.   
• Display for Impulse: Use vibrant digital displays and posters near the pump, at the register, and in the drink area to drive impulse purchases. This type of strategic visual merchandising can significantly increase unplanned purchases.   
• Leverage the Drive-Thru: If your location has a drive-thru, promote the milkshake heavily with signage and a special offer to capture the on-the-go audience looking for a convenient indulgence.  
• For more information, see the report from Market Research Future for market insights.

2. Friday, September 13th: Snack A Pickle Time

September 13th is the day we celebrate “Snack A Pickle Time.” Pickling dates back to 2400 BC and was a staple for sailors to prevent scurvy on long voyages. Historically, they were revered as a nutritional aid for physical and spiritual strength, and Christopher Columbus even planted cucumbers in Haiti specifically for pickling.   

Why You Should Care

This holiday offers a perfect savory counterbalance to the sweeter holidays of the week. The pickle is an incredibly affordable item with a long shelf life, making it a low-risk, high-margin item to promote. This holiday also gives you an opportunity to lean into a significant industry trend: the shift from “low-sugar” to “added protein” as the marker of a healthier snack. While pickles are not high in protein, pairing them with protein-rich items helps you capitalize on this growing consumer demand.   

What You Should Be Doing

• Strategic Placement is Key: Create a dedicated pickle display near the checkout counter and by the refrigerated beverage coolers. Pair packaged pickles with bottled water or energy drinks to capitalize on the high-protein, hydration trend.   
• Create a “Snackle” Box: Cater to the consumer trend of blurring the lines between meals and snacks by creating a pre-packaged snack box with a pickle, a small bag of peanuts, and a beverage at a single, discounted price. This increases basket size and offers a convenient, filling option.   
• For more information, read about the history of pickles from the Eat My Words blog.  

3. Friday, September 13th: National Peanut Day

National Peanut Day shares the day with pickles. Peanuts have been a source of nutrition for over 3,500 years and were popularized in America after the Civil War. Dr. George Washington Carver’s research on the peanut helped boost the crop’s popularity and provided an economic boom for Southern farmers.   

Why You Should Care

Peanuts are a classic, high-protein snack that meets the growing consumer demand for protein-rich options. The pandemic caused a temporary dip in impulse snack sales at convenience stores. However, data shows that 2020 was still a record year for snack peanuts overall. This highlights a pent-up demand. Celebrating this holiday is a way to re-engage the impulse buyer and make your store an intentional stop, especially since 63% of snack buyers stick to their purchase routines.

The unexpected trend of the “Peanut Butter and Pickle Sandwich” on social media also provides a ready-made content opportunity. It allows engagement with younger consumers who are drawn to “odd combinations.” These combinations are driven by comfort or boredom.

What You Should Be Doing

• Strategic Placement is Key: Use end caps and secondary displays to showcase a variety of peanut products, including salted, honey-roasted, and in-shell peanuts. Pair them with salty snacks and soft drinks for a high-margin bundle.
• Run a Social Media Challenge: Take a photo of a peanut butter and pickle sandwich and challenge your customers to create their own version, post it with a store-specific hashtag, and offer a prize like a gift card or a free snack item.
• For more information, read a deeper look at industry trends from the National Peanut Board. 

4. Saturday, September 14th: National Eat a Hoagie Day

Saturday, September 14th, is a powerful day for your foodservice program, as it celebrates the beloved hoagie. This sandwich’s history is intriguing but murky, dating back to WWI and Philadelphia’s Hog Island Shipyard. It’s a sandwich known by a myriad of names like sub, hero, and grinder, and is now a national staple.

Why You Should Care

Convenience stores are no longer just places for gas and a quick stop. They are evolving into “meal destinations” that directly compete with quick-service restaurants (QSRs). Hoagies and other handheld sandwiches are at the top of the list of fresh menu items that consumers are looking for. A hoagie provides a full meal. It also offers a significant profit margin. This makes it a powerful driver of both sales and customer loyalty. This is your opportunity to leverage your foodservice offerings to turn your store into a must-visit destination.   

What You Should Be Doing

• The Ultimate Meal Deal: Create a “Hoagie Meal Deal” that includes a hoagie, a bag of chips, and a fountain drink for a single, discounted price. Lays chips are a classic pairing often mentioned in the same breath as hoagies.   
• Get Creative with Hoagies: Showcase the endless topping possibilities of your hoagie on social media. Take a picture of a hoagie with spicy additions and encourage customers to post their “Hoagies Gone Wild” photos with a specific hashtag.   
• For more information, read about the hoagie’s history on National Today

5. Saturday, September 14th: National Cream-Filled Donut Day

On the same day we celebrate the hoagie, we also celebrate the “often-forgotten” cream-filled donut, a later innovation in donut history that came after Captain Hansen Gregory’s invention of the hole. The tradition of filling pastries with cream started in the 1800s, leading to the creation of this delicious, dessert-like treat.   

Why You Should Care

Convenience stores are “built for impulse” purchases, and sweet baked goods are the “ultimate temptations.” Donuts are also a generational favorite, with 68% of consumers citing them as a top snack occasion, not just a breakfast item. Donuts are loved by all ages but are especially popular with younger generations, families with children, and “foodies” . The beauty of this day is the synergy it creates with the hoagie. The hoagie can be the meal, and the cream-filled donut can be the dessert, offering a powerful opportunity to not only increase sales of each but also to dramatically increase basket size by encouraging a “meal and dessert” bundle.

What You Should Be Doing

• The Power of the Pair: Run a “Coffee & Donut” special with a discount. Place your donut display next to the coffee station to “unlock unplanned purchases” and take advantage of the perfect pairing.
• Loyalty is a Must: Use this day to incentivize purchases for members of your loyalty program. Offer special bonus points or a discount on donuts to reward your best customers and build repeat business.
• For more information, read about key donut trends and consumer demographics from the Rich’s USA report.

The Bottom Line

So there you have it. You have 5 opportunities in one week. Use them to stop thinking of your store as a gas station with snacks. Start seeing it as a community hub. It celebrates the small, enjoyable moments in life. The beautiful thing about these national food holidays is that they’re a low-cost, high-impact way to engage with your customers. Each of these simple, targeted promotions adds up to something bigger. They create an unforgettable customer experience. This builds loyalty and turns a quick stop into a must-visit destination. I’m excited to see what you do.