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Ace Hardware Wants DIY Procrastination to End on April 3

The retailer is the latest to tap into nontraditional holidays—but do they work?

Unconventional holidays lack tradition, but offer plenty of potential for brands.Ace

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Mark your calendars: Home improvement retailer Ace Hardware is the latest brand to embrace unconventional holidays after announcing April 3, 2021 as “Some Day”—a day to stop procrastinating and dig into your DIY home improvement project.

From National Promposal Day in March to National Avocado Day in July, there’s literally a day of observance now for everything. These lesser-known days often fill the gaps between more widely-observed holidays built into marketing calendars. That may be why they’ve been so popular in recent years with large and small brands alike, including My/Mochi on National