Under the Influence with Terry O'Reilly Episode Summary: "Busiest Day Of The Year" Release Date: March 29, 2025

In the "Busiest Day Of The Year" episode of Under the Influence with Terry O'Reilly, host Terry delves deep into the intricate patterns that define the peak operational days across various industries. Through engaging narratives and insightful analysis, Terry illustrates how understanding these busiest days not only reflects human behavior but also shapes marketing strategies. This comprehensive summary encapsulates the key discussions, anecdotes, and marketing lessons shared throughout the episode.

1. Introduction: The Significance of Busy Days

Terry O'Reilly kicks off the episode by emphasizing the importance of identifying and understanding the busiest days of the year for different industries. He asserts that recognizing these patterns is pivotal for businesses to plan effectively and capitalize on consumer behavior trends.

Terry O'Reilly [00:XX]: "Patterns illuminate behavior. Behavior informs marketing decisions, and marketers plan accordingly."

2. Thanksgiving: A Cultural and Commercial Cornerstone

Historical Context and Evolution

Terry provides a thorough historical overview of Thanksgiving, distinguishing between Canadian and American traditions.

• Canadian Thanksgiving: Instituted by Governor General Vincent Massey in 1957, observed on the second Monday of October, aligning with the earlier harvest season in Canada.

• American Thanksgiving: Initially established as a day of fasting in the 1600s, transformed into a national holiday in 1863 by President Abraham Lincoln to unify the nation post-Civil War. Sarah Josepha Hale's 17-year advocacy was instrumental in this proclamation.

Franklin D. Roosevelt's attempted date shift in 1941 to extend the holiday shopping season resulted in public pushback, leading Congress to officially set Thanksgiving on the fourth Thursday of November.

Terry O'Reilly [00:XX]: "Lincoln hoped the official holiday would help unite the nation after the Civil War."

Modern-Day Implications

Thanksgiving has evolved into a major commercial event with myriad rituals directly tied to marketing and commerce:

• Travel Peak: Over 40% of Canadians and 80 million Americans travel during Thanksgiving, making it one of the busiest travel periods.

• Culinary Traditions: Surprisingly, turkey wasn't originally a staple; venison and seafood were more common until Sarah Josepha Hale popularized turkey as the centerpiece.

• Marketing Milestones: The Butterball Turkey Hotline, initiated as a marketing stunt 44 years ago, now serves as a vital resource for anxious home cooks.

Terry O'Reilly [00:XX]: "When the turkey comes out of the freezer, it is the busiest day of the year for those turkey wizards."

3. The O.J. Simpson Chase: Domino's Pizza's Record Day

Terry recounts the infamous O.J. Simpson low-speed chase on June 17, 1994, and its unexpected ripple effect on Domino's Pizza:

• Event Timeline:

  • Morning: Simpson failed to appear for arraignment, leading to his fugitive status.
  • Afternoon: The televised chase captivated millions, rivaling Super Bowl TV ratings.

• Commercial Impact: The widespread viewership and altered daily routines resulted in Domino's experiencing its busiest day ever, as millions opted to order pizza instead of dining out or cooking.

Terry O'Reilly [00:XX]: "June 17, 1994, ended up being the busiest day in Domino's Pizza history."

4. Industry-Specific Busiest Days

a. Pizza: Halloween Tops the Chart

Contrary to popular belief that Super Bowl Sunday is the peak, Halloween emerges as the busiest day for pizza deliveries. Parents, preoccupied with trick-or-treating, prefer the convenience of pizza for quick and easy meals.

Terry O'Reilly [00:XX]: "Have you ever wondered what the busiest day of the year is for pizza deliveries? It’s Halloween."

b. Plumbing: "Brown Friday" After Thanksgiving

The day following Thanksgiving, dubbed "Brown Friday" by plumbers, sees a surge in plumbing issues due to kitchen sink clogs from excessive turkey grease and food remnants.

Terry O'Reilly [00:XX]: "Plumbers call it Brown Friday because millions of people clog their kitchen sinks with turkey grease and other food items."

c. KFC: Mother's Day and Christmas Eve in Japan

• Mother's Day: In North America, Mother's Day stands as KFC's busiest day, driven by strategic marketing targeting mothers and offering convenient meal options.

  Terry O'Reilly [00:XX]: "Mother's Day is the busiest day of the year for KFC."

• Christmas Eve in Japan: A unique tradition since the 1970s, Christmas Eve is KFC's peak day in Japan, rooted in a 1960s marketing campaign where foreigners in Tokyo opted for KFC during Christmas, leading to a lasting cultural staple.

  Terry O'Reilly [00:XX]: "On Christmas Eve, it is KFC, Japan's busiest day of the year."

d. Dating Apps: Dating Sunday

The first Sunday in January, known as "Dating Sunday," sees unprecedented activity on dating platforms like Tinder and Hinge, fueled by post-holiday resolutions and the desire for new beginnings.

Terry O'Reilly [00:XX]: "Dating Sunday has been called the Super Bowl of online dating."

e. Weddings: Third Saturday of September

For wedding planners, the third Saturday of September marks the busiest day, favored for its ideal weather conditions and optimal scheduling for outdoor ceremonies.

Terry O'Reilly [00:XX]: "The third Saturday in September is by far the busiest day of the year for weddings."

f. Emergency Services: Boxing Day and Thanksgiving

• In Canada: Halloween remains the peak day for fire departments due to unattended stoves and other hazards associated with trick-or-treating.

• In the U.S.: Thanksgiving tops the list for home cooking fires, primarily caused by unattended stoves.

Terry O'Reilly [00:XX]: "Thanksgiving is the peak day for home cooking fires in the U.S., with unattended stoves being the leading cause."

g. Veterinarians: Post-Thanksgiving Chaos

The aftermath of Thanksgiving leads to a spike in veterinary emergencies as pets, particularly dogs, ingest harmful foods like turkey bones and fatty leftovers.

Terry O'Reilly [00:XX]: "The day after Thanksgiving is often the busiest day of the year for vets."

5. Marketing Insights: Patterns and Behavior

Terry underscores the critical role of pattern recognition in marketing. By identifying busy days, businesses can strategically plan their operations and marketing campaigns to align with consumer behavior, thereby maximizing their reach and profitability.

Terry O'Reilly [00:XX]: "Most marketing is based on that information. Patterns allow for planning, and understanding what leads to those patterns is endlessly interesting."

He also highlights instances where marketing not only responds to but also influences behavior, as exemplified by FDR's alteration of Thanksgiving dates to stimulate the economy.

6. Conclusion: The Intersection of Human Nature and Marketing

Wrapping up the episode, Terry reflects on his lifelong fascination with marketing, attributing it to its foundational roots in understanding and anticipating human nature. He emphasizes that marketing is not just about selling products but about comprehending the intricate patterns of human behavior that drive economic and social activities.

Terry O'Reilly [Ending Timestamp]: "I have spent 44 years studying marketing, and I'm still captivated by it because at the end of the day, it is the study of human nature."

Notable Quotes with Timestamps

1. On Marketing and Patterns:

   "Patterns illuminate behavior. Behavior informs marketing decisions, and marketers plan accordingly." [00:XX]

2. On Thanksgiving's Commercial Impact:

   "When the turkey comes out of the freezer, it is the busiest day of the year for those turkey wizards." [00:XX]

3. On Domino's Record Day:

   "June 17, 1994, ended up being the busiest day in Domino's Pizza history." [00:XX]

4. On Mother's Day and KFC:

   "Mother's Day is the busiest day of the year for KFC." [00:XX]

5. On Marketing Influencing Behavior:

   "Most marketing is based on that information. Patterns allow for planning, and understanding what leads to those patterns is endlessly interesting." [00:XX]

6. On the Essence of Marketing:

   "I have spent 44 years studying marketing, and I'm still captivated by it because at the end of the day, it is the study of human nature." [Ending Timestamp]

Closing Thoughts

In "Busiest Day Of The Year," Terry O'Reilly masterfully interweaves historical anecdotes, statistical data, and marketing insights to reveal how certain days become critical junctures for various industries. By highlighting these patterns, Terry not only educates listeners on the operational peaks of different sectors but also underscores the profound connection between marketing strategies and human behavior. This episode serves as a compelling testament to the power of understanding cyclical trends and their impact on both businesses and consumers.