Happy Thanksgiving, everyone.
This is one of my favorite holidays: in our family, it's about gratitude, food, and socializing. We keep it casual and low-key, with lots of people and food. Our tradition is that my husband cooks the turkey and dressing, and I take care of everything else (plus help from any volunteer guests).
Like most businesses, Avital's relies heavily on holiday sales for our bottom line. And yet...if I had a brick-and-mortar store, it would not be open on Thanksgiving. And I'd be tempted to close it either the Wednesday before or the Friday after, or both.
My family celebrates Hanukkah. Kathi's family celebrates Christmas. Others are celebrating Solstice or Kwanzaa or Diwali. Whatever we celebrate the rest of the year, though, on the last Thursday of November, we can all appreciate a holiday that celebrates gratitude and togetherness. It is, to me, something that unites us as Americans, whatever our background or beliefs. And we could use more of that these days.
I don't want to take that day away from my family, or the families of anyone who works with me. In fact, Kathi and I rearrange the week so that we have Wednesday off to cook!
Now, what about Black Friday, you ask? Yeah. I have a wonky relationship with that, too. Again, I'm running a business here. I want to sell the things we work so hard to make. I just don't want to make a holiday out of it. I want your holiday to be loved ones and celebration and talking and engagement with people. Worrying about missing a sale? No.
So rather than do some crazy Black Friday or Cyber Monday thing, I'm offering free shipping on orders over $25 through the holiday season. That saves you a few bucks on pretty much any order, and you don't have to disengage from your family's dinner table.
And if your wondering about the header image? Those are the desserts I made yesterday. I made the pumpkin pie using The Joy of Cooking's filling recipe and Alton Brown's ginger snap crust. The pie on the lower left is apple. That one is Sam Sifton's recipe from the New York Times. It has been a huge hit every time I make it.
Finally, on the right is Galatoire's Sweet Potato Cheesecake. This is the first time I've made it, so I'll let you know how it turns out. Keep your fingers crossed for me.