August 10 is National Lazy Day. While that might not be something you celebrate, you can bet hashtags and memes about laziness will be shared across social media. “National days” — most of which give recognition to oft-ignored things, issues, or actions — have taken the internet by storm. There are more than 1,500 national days, weeks, and months, and savvy marketers know how to take advantage of them.

Online stores can harness the power of national days by educating customers and promoting purchases. Crayola’s online store, for example, offered a second coloring book at 40 percent off in recognition of National Coloring Book Day on August 2.

Crayola on National Coloring Book Day
Crayola celebrated a lesser-known national day by offering a discount on its coloring books.

Many sites, such as, list national observances to use in your marketing efforts. You’ll likely find several days that apply to your business. Be careful, though. It’s easy to jump on board with many that don’t align with your goals. Choose days that relate to your business and its personality without offending consumers. Also, avoid interrupting existing promotional events.

Here are six ways to take advantage of not-often-observed holidays.

Little-known Holidays

Tailor national days. If you sell a variety of goods, you’ll likely find at least 20 days that apply. A gift shop could utilize World Photo Day (August 19) by running a sale on specialty photo frames, and also use National Solitaire Day (May 22) to offer unique and decorative playing cards as gifts.

Focus on the lesser-known days. Typically big retailers focus on the biggest holidays, such as Valentine’s Day, Easter, Thanksgiving, and Christmas. National Coffee Day (Sept. 29) has generated much hype over the past few years. For the most part, though, the larger companies leave little-known national days alone. This gives smaller companies some good marketing potential.

Write a blog post. National days are opportunities to publish content — in advance to…