On Estonia's Republic Day, celebrated on February 24th, the traditional herring sandwich, alongside deviled eggs and potato salad, becomes a staple at festive tables, leading to a surge in sales across stores. Despite the simplicity of preparing these dishes, many opt to buy readymade food, particularly with only one free day available during the holiday. This rush results in increased activity in commercial kitchens, which are flooded with orders during this busy period.

Märt Metsallik, head chef at Coop Kokkade, explained that the time constraints of the holiday influence consumer behavior, as people often resort to purchasing pre-made meals rather than cooking them from scratch when pressed for time. If the holiday were to fall on a Monday, for instance, families would have an entire weekend to prepare and might be more inclined to make the dishes themselves. This situation highlights the balancing act between traditional cooking and modern convenience in contemporary Estonian society.

The Republic Day celebration is not only significant for its historical context but also reflects the cultural importance of food in Estonian celebrations. The trend indicates a growing reliance on convenience foods, as many families are unable to meet the increased demands during busy times, signifying an evolving culinary landscape within Estonia that accommodates modern lifestyles alongside traditional customs.