Insomnia Cookies is combining a store event, loyalty rewards and a student giveaway for its eighth annual PJ Party on September 15. A $200 gift card is included in the Dream Dorm prize package, while Insomnia Rewards members can earn double points on eligible purchases that day.

The announcement was published on September 10 in the United States. The event takes place across the bakery chain’s US and Canadian locations, with extra activities planned at 174 stores serving college campuses.

Customers wearing pajamas can receive one free Classic cookie in store without making a purchase or joining Insomnia Rewards. Most locations will run the event from 8 p.m. until closing; the Dayton, Ohio, store will participate from 6 p.m. to 10 p.m. Limited-time and Deluxe cookies are excluded from the free offer.

Student giveaway and campus activity

The Dream Dorm prize is for one college student. Alongside the gift card, the package includes a year of Insomnia Cookies, a Hatch Restore 3 with a year of Hatch+ membership, a Lola blanket and two pillows, Brooklinen sheets, custom skateboard decorations, pajamas, an espresso machine and headphones.

Entry involves attending the PJ Party in pajamas, collecting the cookie and posting a photo to an Instagram or TikTok feed with the campaign hashtag and Insomnia’s account tag. The entry period runs from 8 p.m. Eastern time on September 15 through 11:59 p.m. on September 16. The official rules specify eligibility and other restrictions.

Of the 174 campus bakeries with expanded activities, 149 will offer giveaways such as bags, drink sleeves, pens, lip balm, stickers and eye patches. Another 25 will add prize wheels with items including playing cards and hats, subject to supplies.

Additional purchase and rewards offers

Insomnia will discount ice cream cups and pints by 25% in stores throughout September 15. The offer excludes Cookie’wiches and ice cream served on baked goods.

Separate cookie offers run through September 27: an in-store purchase of six Classic cookies includes two additional Classic cookies, while buying 12 through the app includes four more. Limited-time cookies can be added for an extra charge.

The company says its previous PJ Party distributed approximately 67,000 free cookies. Insomnia first held the event in 2019 and established National PJ Party Night in 2024. It now operates more than 360 locations, according to the release.