On September 13th 2016, the anniversary of the day Supernatural Pilot premiered, Warner Brothers in partnership with Hot Topic was declared #SupernaturalDay to celebrate the amazing journey on which this show has taken fans, the cast and the crew.
The promotion said:
"Supernatural Day is a day to celebrate three things:
- the show
- the fans
- the cast and crew.
The day will honor the Winchester mission: Saving people, hunting things - the family business.
Fans were encouraged to show their Supernatural pride by sharing their favourite moments from the show, displaying their fannish love through their fanworks, cosplay, tattoos and the like. We can also tweet our appreciation of fellow fans, the cast the writers and the crew.
A limited edition t-shirt was sold through Hot Topic and starting on 9/5, any Supernatural purchase came with a temporary tattoo to help fans celebrate Supernatural Day. Fans were being encouraged to write The Family Business on their arms and post pictures, or photos of their Hot Topic Possessed & Obsessed temporary tattoos.
The partnership has continued with a new t-shirt design each year. In 2019, proceeds from the sales on 13th September went to Random Acts, and specifically the people affected by Hurricane Dorian. It sold out within hours, so the sale charity portion of the sales was extended for another 24 hours.