According to the National Day Calendar site today is:
NATIONAL SWEETEST DAY
National Sweetest Day is observed on the third Saturday in October by people of all ages.
Just in time for its 100th Anniversary, National Sweetest Day encourages everyone to be generous even in the smallest ways. From its inception as Candy Day in 1916, this day reminds us that even small tokens improve the lives of those around us. While the observance started with candy and sweets given to our sweethearts and friends, the day is full of lessons in persistence, resilience, and doing small things greatly.
On National Sweetest Day, take care of all those who need extra attention. Even those who need significant care, when given the smallest token, will feel the effects. A little treat, a card, a show of support during a time of need may be the sweetest gift on this day.
NATIONAL SWEETEST DAY HISTORY
National Sweetest Day found its beginnings in a holiday founded by the National Confectioners’ Association in 1916 called Candy Day. On October 14, 1916, candy shops around the country filled newspapers announcing their sweetest treats and delights. Originally designated to be celebrated the second Saturday of every October, the confectioners’ convention in Detroit in May of 1916 made the final resolution. Walter C. Hughes, the secretary of the National Confectioners’ Association, encouraged Americans to patronizes their local candy shops, bakers, and druggist for the highest quality confections.
Candy Day
Early advertisements found in Indiana, Minnesota, and Texas newspapers mention the “Sweetest Day of the Year” in reference to Candy Day. However, it was not the official name of the day – not yet.
By 1917 war raging in Europe, and many retailers encouraged patrons to “Get one for yourself and one for the boys overseas!”
Then in April of 1918, the United States officially entered the war in Europe, and with that came rationing. Sugar, as well as many other commodities, became scarce. Sponsors shelved the holiday just as it was starting to see such success.
Sweetest Day of the Year Returns
With the end of the war in 1919, sweetness returned to October. So sweet, in fact, Candy Day became an entire week. Then in 1923, the day kicked into the full charitable swing.
Sweetest Day’s theme of charity and giving became apparent in 1921. At the time, four Michigan confectioners united with the Red Cross. Those confectioners included the Detroit Retail Confectioners, Detroit Wholesale Confections Club, Detroit Jobbing Confectioners Association, and the Michigan Confectioners Club. Together, they distributed thousands of bags of candy to hospitals, orphanages, shelters, and homes across Michigan. The celebration also included 100 regulation army target balloons, which dropped coupons worth a box of candy.
In 1929, Sweetest Day settled into its current home, the third Saturday in October.
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