Don't laugh. Lots of businesses and market segments do it. Seth Godin writes about the real origins of Mother's Day, and how folks like Hallmark, flower shops, the restaurant industry, and the like have turned it into a day that means big business.
When was in sales management for Pitney Bowes, our company had a self-proclaimed "National Postage Meter Week". No, I'm not kidding.
It wasn't an official proclamation from Congress or anything, it was just a week that gave us a reason to focus on new customers and developing new sales leads.
Did it work? Well, it did give us an original entry statement when we talked to new customers. So that was good. Overall, it probably did provide our office and the national company with many new sales leads.
What do you do if you're a small company based locally? You can still have a special day or week. Just name it, proclaim it, and then go out and sell it. Make it a reason you're visiting them, or trying to get them interested in your business.
If you're looking for creative ways to get new sales leads, this is a good one.