The Independent’s Playbook: April Showers, Sales Flower

April 11, 2022

By Jim Dudlicek, Director, Communications and External Affairs

It’s probably no surprise that practically every day of every week of every month is the official national day, week or month for some type of food, providing a seemingly endless supply of marketing and merchandising opportunities for the independent grocery retailer.

In addition to offering a calendar full of delicacies, April is actually National Food Month, making it the Holy Grail for merchandisers looking to drive sales throughout the store.

Supermarkets already excel at celebrating food, so here’s your chance to turn up the volume. And with grocery prices expected to continue to rise, these are good opportunities to steer your customers toward the best deals for creating meal and occasion solutions that fulfill their needs.

For example, April is National Grilled Cheese Sandwich Month (the day is April 12), and it’s also Florida Tomato Month, presenting opportunities for cross-merch in dairy, bakery and produce. That’s also a great chance for specials in your prepared food department, where you can also leverage National Sushi Month, plus BLT Sandwich Month and National Egg Salad Week (April 12-18).

While most folks identify April 15 with taxes, it’s also National Glazed Ham Day, so use that as an opportunity to help shoppers stretch their dollars in your meat department. Follow that up with National Prime Rib Day on April 27.

There’s no shortage of ideas for sales, specials and sampling events across every store department, from bakery (National Pineapple Upside-down Cake Day, April 20) to seafood (National Shrimp Scampi Day, April 29) to special occasions (National Picnic Day, April 23) that cross multiple aisles.

At this point, we’re over a week into April, so hurry up and get creative with these platforms for enhancing the shopper experience. And don’t stop with April – just Google “food month” and you’ll find opportunities for the rest of the year.

Oh, and if you come up with a really cool campaign, consider entering it in NGA’s Creative Choice Awards.

Here’s a full list of April events for reference:


National BLT Sandwich Month

National Florida Tomato Month

National Garlic Month

National Grilled Cheese Month

National Soft Pretzel Month

National Soyfoods Month

April 12-18

National Egg Salad Week

Daily Holidays

April 1

National Soylent Green Day

National Sourdough Bread Day

April 2

National Peanut Butter and Jelly Day

April 3

National Chocolate Mousse Day

April 4

National Cordon Bleu Day

International Carrot Day

April 5

Caramel Day

National Raisin & Spice Bar Day

April 6

National Caramel Popcorn Day

International Carbonara Day

New Beer’s Eve

April 7

National Coffee Cake Day

National Beer Day

April 8

National Empanada Day

April 9

National Chinese Almond Cookie Day

April 10

National Cinnamon Crescent Day

April 11

National Cheese Fondue Day

April 12

National Licorice Day

National Grilled Cheese Sandwich Day

April 13

National Peach Cobbler Day

April 14

National Pecan Day

April 15

National Glazed Ham Day

April 16

National Eggs Benedict Day

National Baked Ham with Pineapple Day

Day of the Mushroom

April 17

National Cheeseball Day

World Malbec Day

April 18

National Animal Crackers Day

April 19

National Rice Ball Day

April 20

National Pineapple Upside-down Cake Day

April 21

National Chocolate-Covered Cashews Day

April 22

National Jelly Bean Day

April 23

National Cherry Cheesecake Day

National Picnic Day

April 24

National Pigs-in-a-Blanket Day

April 25

National Crotilla Day

National Zucchini Bread Day

April 26

National Pretzel Day

April 27

National Prime Rib Day

April 28

National Blueberry Pie Day

April 29

National Shrimp Scampi Day

April 30

National Oatmeal Cookie Day

National Raisin Day