What Most Bakeries Miss on National Donut Day (And How to Get It Right)

TLDR

Every year, on the first Friday of June, a celebration quietly unfolds across the country that many bakeries and cafes overlook—National Donut Day. While customers line up at larger chains like Dunkin’ for free treats and limited-edition flavors, many local bakeries barely acknowledge the day at all. That silence is a missed opportunity.

But it wasn't always about marketing.

A Tradition Born on the Front Lines

National Donut Day has deeper roots than many realize. It began in 1938 in Chicago, created by The Salvation Army to honor the women who served donuts to American troops during World War I. These volunteers—known as the “Donut Lassies”—braved frontline conditions to bring comfort, coffee, and fresh pastries to soldiers in the trenches. Their efforts turned the humble donut into a symbol of warmth, service, and home.

The day was also established as a fundraiser during the Great Depression to support those in need, making it as much about giving back as it was about indulgence. Since then, it’s grown into a national observance recognized by large franchises and nostalgic food lovers alike. Yet, many independent bakeries and cafes continue to treat it like any other Friday.

And that’s where the gap lies.

Why Your Bakery Shouldn't Skip National Donut Day

Quality is essential in a competitive market, but visibility and engagement often make the difference. Recognizing days like National Donut Day creates a direct path to customer engagement, increased foot traffic, and brand loyalty. More importantly, it’s a chance to turn a single day into a sales spike and even a long-term relationship with your customers.

Customers today expect moments to celebrate. If your business isn’t participating in those moments, someone else is. When local competition is tight, and national brands are pulling out all the stops, it becomes more important than ever to carve out visibility. Local spots like yours can benefit just as much by doing it your own way. That could mean a special flavor, a small giveaway, or even just letting people know you’re part of the celebration.

Planning for days like this also reinforces a forward-thinking culture within your business. It helps your staff align around a goal, shows your customers that you’re engaged in the broader food community, and gives you a playbook for other seasonal events throughout the year.

These are not just marketing gimmicks. National food days offer real opportunities to boost visibility, build loyalty, and increase revenue—if they are approached strategically.

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How to Make National Donut Day Work for Your Business

With only 10 days left in National Donut Day 2025, now is the perfect time to plan and roll out strategies that can help you make the most of National Donut Day. You don’t need a large budget or complicated setup. A few well-planned moves can help you attract more foot traffic, strengthen customer loyalty, and boost sales both in-store and through your app. Below are five strategies to consider, covering product, marketing, and mobile experience.

1. Create a Limited-Time Flavor or Specialty Box

One of the easiest ways to build excitement is to offer something customers can’t normally get. A one-day-only donut flavor gives people a reason to visit and try something new. It can be inspired by seasonal ingredients, nostalgic treats, or even customer suggestions from earlier in the year.

Another option is to build a special National Donut Day box. Offer a pre-packed box with four or six assorted donuts themed for the day. These boxes make great gifts and are easy to grab for office runs or celebrations.

Keep your signage clear in-store, and have your staff ready to recommend it. Make sure to promote the offer early on your social channels too.

2. Run a Free Donut with Purchase Promo

Simple, but effective. Offering one free donut with the purchase of any drink or food item can quickly increase volume and attract new customers. It encourages customers to buy more while giving them something extra that feels like a bonus.

To make it easier on operations, you can limit the free donut to one or two flavors. This keeps things streamlined while still creating value for the customer. Make sure this offer is clearly listed in-store, on your website, and on all your social platforms starting at least a few days before the event.

3. Use App-Only Deals to Drive Sales and Loyalty

Your mobile app is one of your most valuable tools during National Donut Day. With the right offer, it can do more than just drive traffic — it can dramatically increase sales and bring in long-term customers.

Chip City Cookies is a perfect example. On National Cookie Day, they offered a buy-one-get-one-free cookie deal, available exclusively through their Per Diem-powered app. That single promotion led to a surge in app downloads and pushed their sales up by an incredible 1,280 percent in just one day.

Send out two push notifications. One the night before to build excitement, and one the morning of to remind customers to act. Keep the offer simple and limit it to app users only.

Want results like Chip City? Book a quick demo and see what your app can do.

4. Offer Build-Your-Box and Catering Through Your App

Another powerful app-based strategy is letting customers customize their own donut box. They can select flavors, box size, and even add-ons like dipping sauces or drink pairings. This feature not only adds convenience but also gives customers a sense of control and personalization, which tends to increase order value.

You can also highlight catering options through the app. Offices, schools, and events often place bulk orders for fun food holidays like this. If you offer pre-set catering packs or custom boxes that can be ordered through your app, make sure that feature is easy to find and promoted clearly ahead of time.

5. Promote Early and Consistently on Social Media and Online

Visibility is everything. If people don’t know you’re doing something for National Donut Day, they’ll assume you’re not. Start by creating simple social media content that previews what’s coming. A few photos or a short video showing your team prepping the special donuts goes a long way.

Use email and your website to share the promotion and any special ordering instructions. For businesses with mobile apps, push notifications can help remind customers the day before and the morning of. Keep your messaging clear, friendly, and focused on what people can expect.

Don’t forget to use relevant hashtags and tag local pages. Many community accounts repost food promotions around these kinds of events.

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Final Thoughts

National Donut Day is a clear opportunity for bakeries and cafes to stand out and drive real results. It's a day that already has public attention, with customers actively seeking out places to celebrate. If you're not prepared for it, you're likely missing out on traffic, sales, and valuable exposure.

The good news is that it doesn't take much to make an impact. A limited-time product, a simple in-store offer, and clear communication through your app and social media can go a long way. Add in app-only deals and custom box options, and you're giving people multiple reasons to choose your business over others.

With just days to go, now is the time to act. Outline your offer, prep your team, schedule your messages, and make sure your customers know what to expect. When done well, National Donut Day can become more than a sales boost. It can be a moment that strengthens your brand, grows your following, and keeps customers coming back well beyond the holiday.

Let the big chains run their ads. You can do something more meaningful, more local, and more lasting—by being ready and showing up with purpose.

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