The numerical oddity of today’s date—2/22/22, falling on a Tuesday—proved to be a marketing opportunity for several brands. Because if marketers have proven anything, it’s that they won’t let a fake holiday go to waste.

The day, known as “Twosday,” is one big “ubiquitous” palindrome, according to CNN (and palindrome expert and University of Portland professor Dr. Aziz Inan, who must have spent all day on the phone with reporters).

Below, a look at how some brands seized the moment, either with special deals or just by tweeting.

Macy’s 

The department store has Twosday deals that end at the end of Feb. 22, involving two for $22 combos and some sterling silver diamond earrings that cost … $22.22.

The Container Store

The storage company is offering 22% off orders for Feb. 22; customers have to be rewards members if they buy in-store, but the deal applies to all customers online. 

Dollar Shave

Maybe the most unique announcement was Dollar Shave’s newest product–a riff on “number two” called the Brown Noise Machine.

The product is a machine “that makes noise to mask the sound of your 💩,,” according to a press release. Customers are able to sign up for the waitlist on Feb. 22, as the product won’t be available for shipping until later in 2022.

The company, which started out delivering razor blades, also has a 22% off deal on wipes that is only for Feb. 22.

Food deals

Plenty of food brands jumped in. 

Burger King is offering rewards members a 22% discount when they make a purchase of $2. Stan’s Donuts has $2 donuts today and $22 for a dozen; in store, you can’t call in. And Krispy Kreme is tacking on an extra glazed dozen for $2, when you buy a dozen other donuts. (That’s a lot of donuts.) 

Restaurant chain Abuelo’s is taking advantage of both National Margarita day (also today) and Twosday and offering two dollars off its signature margarita, with two dollars donated to nonprofit No Kid Hungry. 

Food delivery brand Grubhub is giving customers the code 22222 to get 22% off an order.

United 

United is holding an award sale. MileagePlus members can book any of the airline’s daily 22 flights on Tuesday to London for 22,000 miles, one-way, not including taxes and fees. The sale, which started at 8 a.m. central time on Feb. 22, works for trips from March 1 to Nov. 15.

Other brands chose to throw out tweets, including Oreo, Lego and Miller Lite.