Many businesses utilize birthday promotions as a marketing strategy to attract customers and build brand loyalty. Common offerings include free food items such as slices of cake, pizza, or coffee, as well as discounts on retail goods like cosmetics. These programs are typically accessed through loyalty apps or email newsletters, which require customers to provide their birth date and contact information.

While these freebies are marketed as gifts, they function as a data-collection tool. By signing up for these services, consumers are often added to marketing databases, allowing companies to track purchasing habits and send targeted advertisements throughout the year. Experts note that the 'catch' involves the long-term value of the consumer's personal data, which often outweighs the cost of the single free item provided on their birthday. Consumers are encouraged to review privacy policies before signing up to understand how their information will be used by the company or shared with third-party advertisers.