Tips / Blue Monday: simple ideas to attract customers and boost mood (and sales)

Blue Monday: simple ideas to attract customers and boost mood (and sales)

Small treats, positive messages in the display case, or special promotions. We explore these and other strategies to make the most of Blue Monday. Take note!

Did you know that the third Monday of January is often labelled as the “most depressing day of the year”? A combination of factors such as winter weather and the return to routine after the Christmas holidays creates an emotional cocktail that affects many people’s mood. Although the concept lacks scientific consensus, it does serve as a reminder of the importance of caring for emotional wellbeing and seeking small moments of comfort. And this is where bakery products can play an unexpected role: not only as an indulgence, but also as a tool to lift spirits in bakeries, cafés and in-store bakeries.

The first key lies in presentation. An attractive display case, with bright colours and small formats, can stimulate the senses and spark customer curiosity. According to sensory marketing experts, this makes perfect sense: warm and pastel colours generate feelings of wellbeing and closeness, while individual portions encourage enjoyment without excess. Products such as the Mini Danish Selection, Party Hoops, Custard Pastry Braid or Cream and Egg Yolk Plait—made possible thanks to frozen dough solutions—are a clear example of this. You can also rely on other iconic, comforting products that never fail, such as the Mini Straight Margarine Croissant, the Artisan-Style Lard Croissant or the Mini Chocolate Cream Napolitana.

Another important factor is creativity in messaging. Small signs with optimistic or playful phrases placed next to bakery products can have a surprisingly positive psychological effect and increase customers’ perception of satisfaction. Simple ideas such as “It’s Blue Monday, but a coffee and a plait make everything better”, “A grey Monday? A sweet treat will make it a little brighter” or “Blue Monday is no match for our Caramel Biscuit Muffin” can really make a difference.

In addition, you can offer special promotions, such as a small “emotional rescue” combo with a coffee and a croissant, or a mini bakery assortment at a reduced price. Make sure your venue also feels warm and welcoming, with the unmistakable aroma of freshly baked goods and relaxing background music. Share all of this on your social media channels, showing how a simple combination of products can brighten up Blue Monday.

Making the most of emotionally charged dates like this also means understanding your customers and their context. January is a month of resolutions and a return to routine, so a subtle nod to emotional wellbeing can help build a stronger connection. In the end, it’s not just about selling a product, but about offering a moment of comfort and conscious pleasure. Bakery products, when well presented and accompanied by positive details, can become a small refuge in the middle of the winter routine.