Sweetest Day is celebrated on the third Saturday in October, honoring kindness, generosity, and small gestures of appreciation for the people in our lives, both loved ones and those who are often overlooked.
History of Sweetest Day
Sweetest Day traces back to 1916, when the National Confectioners’ Association created “Candy Day” to promote candy sales and generosity. The observance struggled to gain traction, and by 1917, the U.S. Food Administration, led by future president Herbert Hoover, asked the confectionery industry to cancel it entirely, since it ran contrary to wartime efforts to conserve sugar during World War I.
The idea was revived in 1921 by Herbert Birch Kingston, a Cleveland advertising executive who wanted to bring joy to people who were often forgotten by friends and family, such as orphans, hospital patients, and the elderly. A committee of Cleveland-area confectioners, chaired by candymaker C.C. Hartzell, organized the first official Sweetest Day, distributing over 20,000 boxes of candy throughout the city to newsboys, orphans, and the poor. Silent film stars Theda Bara and Ann Pennington even traveled to Cleveland to help pass out treats at local theaters.
Sweetest Day gradually spread beyond Cleveland to other Midwestern cities, particularly Ohio, Michigan, and Illinois, where it remains most popular today. Over time, the holiday evolved from its charitable roots into a broader occasion for expressing appreciation toward loved ones, sometimes described as a second Valentine’s Day, though its original spirit centered on kindness toward everyone, not just romantic partners.
How to Celebrate Sweetest Day
- Give candy, flowers, or a small gift to someone you care about
- Do something kind for someone who might otherwise be overlooked
- Volunteer or donate to a local charity, hospital, or shelter
- Write a thoughtful note expressing appreciation
- Treat yourself or a friend to something sweet
Fun Facts About Sweetest Day
- The first Sweetest Day was held in Cleveland in 1921, distributing over 20,000 boxes of candy to those in need.
- Sweetest Day grew out of an earlier, failed observance called “Candy Day,” created in 1916.
- Silent film stars Theda Bara and Ann Pennington personally participated in the first Sweetest Day, distributing candy at Cleveland theaters.
- Sweetest Day remains most popular in the Midwest, particularly Ohio, Michigan, Illinois, Indiana, and Wisconsin.
- Unlike Valentine’s Day, which centers on romantic partners, Sweetest Day’s original spirit was about spreading kindness to everyone, including those often overlooked.
Frequently Asked Questions
When is Sweetest Day?
Sweetest Day is celebrated on the third Saturday in October each year.
Who started Sweetest Day?
Herbert Birch Kingston, a Cleveland advertising executive, is widely credited with reviving and reimagining the holiday in 1921, working alongside a committee of Cleveland-area confectioners.
Is Sweetest Day the same as Valentine’s Day?
No, while both involve candy and gestures of affection, Sweetest Day’s original purpose was to spread kindness broadly, including to people who might otherwise be forgotten, rather than focusing solely on romantic relationships.