National Chocolate Day, observed annually on 28 October, provides a unique opportunity for brands and retailers to engage consumers with promotional offers, discounted purchases, and free product samples. The holiday, recognised by the National Confectioners Association and listed on calendars such as National Today, is a popular occasion for chocolatiers to run limited-time deals. This article examines the specific freebies and promotional offers available on this day in 2018, focusing on verifiable information from official brand communications and reputable news sources. The details are drawn from a compilation of sources published in the lead-up to the event, offering a factual overview for consumers interested in sampling and saving on chocolate products.
Official Brand Promotions and Free Samples
Several prominent chocolate brands structured their 2018 National Chocolate Day promotions around purchase requirements, offering free samples or gifts as incentives. These offers were typically available for a limited time, often on the specific date of 28 October, and required either an online transaction or an in-store visit.
Godiva
Godiva offered two primary types of promotion for National Chocolate Day 2018, differentiated between online and in-store purchases.
- Online Offer: Customers placing an online order of $25 or more on 28 October received a free 16-piece Classic Collection or a free G Cube sampler. The G Cube sampler, noted to have a value of $10, featured flavours such as milk chocolate, dark chocolate, hazelnut, and pumpkin. To redeem this, the promo code "NATCHOC" was required at checkout. The free gift was supplied with the purchase.
- In-Store Offer: At Godiva boutiques, customers making any in-store purchase of a chocolate product could select a free piece of chocolate from the display case.
- Additional Incentives: The brand also promoted its Chocolate Rewards Club, suggesting that membership could provide access to further deals and freebies. Furthermore, Godiva ran a purchase-based discount scheme: a 20% discount on orders of $50 or more, and a 25% discount on orders of $75 or more. A Buy 1, Get 1 50% off deal was available for qualifying 5-piece assorted chocolate bars. Free standard shipping was offered on orders between $60 and $599.
Simply Chocolate
This Chicago-based chocolate shop promoted a 20% discount on all online orders and in-store purchases on 28 October 2018 to celebrate the holiday.
Max Brenner
Max Brenner restaurants, located in Boston, New York, and Philadelphia, offered a unique dining promotion. On National Chocolate Day, diners who ordered the Ultimate Fondue Experience (priced between $12 and $25) could receive up to three free refills. The fondue options included Crystal Churros, Urban S'mores, and Classic European. For those unable to visit a restaurant, the Simply Chocolate online store offered a 10% discount on the Max Brenner Fondue Tower Set with Chocolates, priced at $40.
Gelson’s Markets
Gelson’s Markets ran a promotion where customers could obtain a free pint of Coolhaus Chocolate Molten Cake ice cream. This was contingent on showing an Instagram post on the day of the promotion. The offer was subject to availability and had a limit of one per customer.
Hershey’s Store
While primarily a Halloween promotion, Hershey’s Store offered significant savings on chocolate products. Through Halloween, customers could save 40% on glow-in-the-dark and bulk Halloween candy by using the code "HALLOWEEN40" at www.hersheysstore.com. Joining the email list provided a 10% discount on a first order. A separate, limited-edition glow-in-the-dark package deal for Hershey's Chocolate Bars, KitKats, and Reese's was available with the promo code "GLOW40," offering a 40% discount.
Lindt
Lindt offered a gift with purchase promotion on 28 October 2018. For in-store purchases of $25 or more, customers received a free Lindor eight-piece tube. For online purchases of $50 or more, the gift was a free Lindor Classic Gift or Milk 12-piece gift box. Additionally, Lindt provided a 25% discount on case and bulk candy for online orders placed through that Sunday.
Other Retailers and Promotions
Additional deals were available from various retailers and online platforms:
- Mrs. Fields: In celebration of National Cookie Month, Mrs. Fields offered 15% off online orders through 31 October using the promo code "COOKIE."
- My M&Ms: This site offered 25% off sitewide until 11:59 p.m. PT on Tuesday (following National Chocolate Day) with the code "CHOCOLATE25."
- Lake Champlain Chocolates: Through Halloween, the brand offered a 20% discount on purchases of $75 or more at their website. This promotion could not be combined with other discounts.
- The Cheesecake Factory: Although not specifically for National Chocolate Day, The Cheesecake Factory had a promotion running Monday through Wednesday. Customers placing a $30 or more delivery order through DoorDash could receive a free slice of Reese’s Peanut Butter Chocolate Cake Cheesecake or Hershey’s Chocolate Bar Cheesecake using the promo code "TREATORTREAT."
Contests and Social Media Engagement
Some brands leveraged social media for engagement and free giveaways on National Chocolate Day.
- Joyful Chocolate Treats: An Instagram-based contest offered participants the chance to win six free bags of Joyful Chocolate Treats. To enter, users needed to follow the account @joyfulstreats, like the celebratory photo shared on the morning of 28 October, and tag three fellow #chocolatelovers. Entries were unlimited until the contest closed at 12 a.m. EST on 30 October.
- Personalised M&Ms: A site for ordering personalised M&M's offered a 15% discount on bulk candy orders using the promo code "FRANKENDEAL" at checkout, coinciding with the Halloween period.
Context and Consumer Insights
The promotions for National Chocolate Day 2018 were part of a broader seasonal marketing period that included National Dessert Day and Halloween. According to the National Confectioners Association, there are numerous designated days for chocolate, but 28 October is the most commonly cited date for National Chocolate Day.
Consumer preferences for chocolate products were highlighted through a crowd-sourced voting platform, Ranker, which identified the five best chocolate products as chocolate chip cookies, chocolate brownies, Kit Kat, Twix, and Ben & Jerry’s Chocolate Fudge Brownie Ice Cream. Popular Halloween candies varied by region, with Skittles, M&M's, and Snickers being the overall most popular in the United States.
It is important to note that many of the promotions detailed were specific to the United States, with store locations in cities like Boston, New York, and Philadelphia, and online deals often requiring a US shipping address. Consumers outside the US should check for local promotions from international brands like Godiva, Lindt, and Hershey's, which may have run similar campaigns in other regions.
Conclusion
National Chocolate Day 2018 offered a variety of promotional opportunities for consumers, primarily structured around purchase incentives. Brands such as Godiva, Lindt, and Hershey's provided free gifts, samples, or significant discounts to encourage sales on or around 28 October. While some offers were available without purchase, such as the Gelson’s Markets ice cream (requiring an Instagram post) and the Max Brenner fondue refills (requiring a meal purchase), most freebies were tied to a transaction. The day served as a key marketing moment within the broader confectionery calendar, aligning with seasonal events like Halloween. Consumers seeking similar offers should monitor official brand channels and retailer promotions in the lead-up to designated food holidays.