Every day is "a day"

Webster defines a ‘day’ as the time of light between one night and the next and an ‘occasion’ as a special event or ceremony. Club the two together and you get innumerable reasons for celebration.

Certain recent events enticed me into finding out how many such days actually existed. The good old google confirmed each day to be “a” day. April 2 is to be the Kick Butts Day, April 8 to be the Behave Yourself Day. Then there was a certain Be Careful What You Say Day sharing 24 hours with Do The Wild Things Day. It is apparently cool to hang a brand new Mark & Spencer Towel around your neck. Well, of course The Towel Day must be celebrated!

The one question that comes to mind is about the history of these days. While some of them originate from an event, most of them are a result of mere marketing gimmicks.

There is a crucial commercial aspect to this. While the market is experiencing a shift towards the needs of consumers, marketers have adopted an apt approach. Playing with the changing lifestyle trends and consumer vulnerability towards innovation, a pitch for the introduction of fresh concepts has been set.

The mechanism works in a perceptive way. Hype is the key word here. The concept is made popular in stages. A particular section, known as the target group which defines/influences the consumer trends (e.g. celebrities) is made excited. Once that is done, the process finds popularity on itself and takes shape into a lifestyle statement, finding its way to the “in” trends. Celebration is always about emotions. Thus, the mechanism in question, to be full proof, has to also include an emotional side to it.

This phenomenon has found its identity in the market today. And it shall continue to grow till both the consumer and marketers are kept pleased and gratified.