Free Bagel & Shmear for National Bagel Day!

DENVER (Jan. 8, 2026) – In celebration of National Bagel Day on Jan. 15, Einstein Bros. Bagels, America’s largest retail bagel chain, has released its inaugural State of the Bagel Report, revealing surprising insights into how Americans really feel about the beloved breakfast staple.

The nationwide survey* of 1,000 U.S. adults uncovers the truth: Bagel lovers are breaking the boundaries of breakfast, with more than half (52%) declaring they eat bagels any time of day. The findings also settle long-standing debates, with 55% of respondents boldly stating that bagels are better than donuts.

Americans’ devotion to bagels runs deep. When asked what they’d give up for unlimited bagel and shmear access, more than one-third (36%) would abandon social media scrolling for an entire week, while 29% would sacrifice their daily commute playlist.

The report also highlights some embarrassing bagel habits. More than half of bagel lovers (56%) admit to licking shmear directly off the knife, while 51% confess to calling their beginning-of-the-week bagel purchase “meal prep.”

When forced to choose just one shmear category for life, 40% sided with savory for its versatility, while 32% declared the question impossible to answer. Everything Bagels won as the bagel of choice if stranded on a deserted island, earning 33% of responses and edging out the brand’s top-selling Plain Bagel.

“The first State of the Bagel Report confirms what we’ve always known: Bagel lovers are passionate, unapologetic and ready to break the rules,” said Einstein Bros. Bagels Chief Marketing Officer Jessica Serrano. “From declaring bagels superior to donuts to admitting they lick shmear directly off the knife, Americans aren’t afraid to show their devotion. These insights prove that bagels have become more than just food. They are a cultural phenomenon, and we’re proud to lead the celebration of National Bagel Day.”

On National Bagel Day, Thursday, Jan. 15, Einstein Bros. invites guests to enjoy a free Bagel & Shmear with any purchase,** providing the perfect opportunity to start a “new shmear’s resolution” and try a new flavor. By mentioning “National Bagel Day” when ordering, guests can choose their own complimentary bagel adventure, pairing any fresh-baked bagel with one of the brand’s seven double-whipped shmears.