You can start planning ahead for the excitement that is sure to be generated (and increased sales) by National Bakery Day.
Right away, start spreading the word to your customers via social media platforms. Begin planning your own special promotions for this unique event and how you can connect to your community. One great idea is to create a limited-edition product (cookie, donut, cake) just for National Bakery Day.
To order a free kit, contact the Retail Bakers of America or email firstname.lastname@example.org to see if you qualify. You can also sign up to be an RBA member.
- Offer a deal for customers to purchase a loaf of bread and, in return, donate a fresh loaf to the food shelf.
- Decorate the store inside and out. Create a large fun whimsical cake as a centerpiece when customers walk in the door, with lots of samples and balloons for the kids.
- Ask your local mayor, governor and state representatives for proclamations on that day.
- Conduct an old fashioned cake walk inside the store.
- Promote and conduct cake demonstrations, baker demonstrations and behind-the-scenes bakery tours.
- Offer grand prize drawing for donuts for a year to the winner.
RBA vice president Danny Turner of Pushkin’s Bakery in Sacramento, California, says National Bakery Day will be a unique opportunity to put the spotlight on your own bakery.
RBA board members have many thoughts to share about the excitement that can be generated from such a unique campaign on a national scale.
Having National Bakery Day in late September offers local retail bakeries a prime opportunity to attract new and current customers to the bakery in advance of the biggest holiday season of the year: October, November and December.
Lessons from Record Store Day
Retail bakery’s future
The number of retail bakeries in the U.S. grew by 2.1 percent to 6,526 establishments in 2015, following a 3.3 percent increase in the previous year. Prior to 2014, the lingering effects of the economic recession led to a 6.2% drop in the number of retail bakeries in 2013. This was preceded by two years of significant industry expansion in 2012 and 2011.
As the economy strengthens over the next few years, both retail bakeries and coffee shops will experience strong sales growth. In 2015, coffee shop sales in the US jumped by 9.2 percent to $17.9 billion, while retail bakery sales grew by 7.6 percent to $4.87 billion.
In 2015, U.S. coffee shop sales rose by 9.2 percent to $17.9 billion, according to industry data, while retail bakery grew by 7.6 percent to $4.87 billion.
Special promotions like National Bakery Day can do wonders for increasing the exposure and revenue for retail bakeries. Just look at the recent example set by the Donut Trail in Butler County, Ohio.
According to a new study by the University of Cincinnati Economics Center, retail bakery owners in Butler County experienced sales increases ranging from 5 percent to 30 percent, after the Butler County Visitors Bureau implemented a special year-round promotion called the Donut Trail. Visitors to Butler County are invited to pick up a passport and have it stamped at the 10 donut shops along the trail. According to the visitors bureau, more than 4,700 people from 38 states turned in their passports, further evidence of how people love local bakeries.
"The Butler County Donut Trail has brought national attention and recognition to Butler County in year one," says Mark Hecquet, executive director of the visitors bureau. "We're excited to enhance the donut trail and welcome visitors back in year two with a brand new T-shirt design."
The economic report showed the Donut Trail had a significant $1 million impact on the county in 2016. Sherry Richardson, owner of Mimi's Donuts & Bakery in Hamilton, Ohio, said her shop enjoyed a 30 percent increase in annual sales. "It put me on the map," she says, "and I see it continuing."
So, imagine what National Bakery Day can do for your sales. That's why it is so important to join in.