Fairytale Brownies gifts stimulate "pay it forward" concept.

Pay it forward: The concept of having a good turn be repaid by having it done to others instead.

The novel "Pay It Forward" by Catherine Ryan Hyde was released in early 2000. It stimulated the creation of the Pay It Forward Foundation. The movie with Haley Joel Osment was released later in the year and people have been paying it forward ever since. (I'm sure people have been doing good deeds for longer than 11 years, but the movement happened because of the inspiring story.)

I experienced a pay it forward moment in the Starbucks drive-thru line awhile back. I let another car go ahead of me and that person paid for my coffee. What a great surprise! I, in turn, paid for the car behind me, and so on.

We've discovered that our Fairytale Brownies customers pay it forward as well.

Our data shows that receiving certain Fairytale Brownies gifts stimulate the desire to purchase that same gift for someone else.

Our decadent Truffles gift is one of the most popular pay it forward items with more than 6 percent of those receiving it purchasing the same gift for another person. It's hard to resist those bite-sized Belgian dark chocolate brownies dipped in more dark chocolate.

Our Fairytale Medley is another popular mail order brownies purchase. The gift includes three different sizes of fudge brownies and all 12 of our gourmet flavors. The recipients like this gift so much that 3 percent purchase the same treat for someone else after receiving it.

Other popular pay it forward gifts include the Fairytale Sprite 24, the Fairytale Dozen and the Fairytale Sprite 36.

I like to call this pay it forward brownie experience "spreading the brownie love," but I don't think the person receiving the gift cares what name I call it. They're receiving delicious brownie gifts. What a special treat!