With Leap Year Day coming up on February 29, the savvy businesses will go out of their way to make it a special and significant occasion. These ‘niche’ special occasion days like Leap Day are perfect days for businesses to stoke up some excitement in the market and drum up a boost of customers and sales.

For example, the Detroit Zoo is offering a deep admissions discount on Leap Day, charging $4 admission instead of the regular $11 admission for adults. The Zoo is also holding a Leap Day Party on Saturday which includes such fun activities as a leapfrog game area, frog mask making, and more. This is a fantastic idea.

As another example, the Boston Market is proclaiming Leap Day to be “National Order-In Day,” encouraging people to take a break from cooking dinner and order in from Boston Market instead. This is a good angle, but unfortunately they’re not offering any kind of discount on their meals for Leap Day, which I think they should do. But at least they’re trying to do something.

What can your business do to benefit from the special occasion of Leap Year Day? How about a “Leap into Spring” sales day? Or a leaping contest at shoe stores? With some creative thinking, just about any business should be able to come up with a promotion for Leap Day—the wise businesses have already done so, and have been promoting it for the last couple of weeks.