Southampton - The first person to discover where Tate is hiding in the store during a designated time each day will receive a special gift from Tate's Bake Shop.

Borrowing a page from the beloved holiday book, "The Elf on the Shelf," Tate's Bake Shop unveils its own version of the sweet tradition: the store's well known Tate doll, dressed in his holiday best, will be hidden in a new location in the store each day. The first person to find Tate during a designated time period will receive a special gift from the bake shop. Each customer may only win once during the month.

The event will be promoted via Tate's Bake Shop's Facebook and Twitter and with in-store signage. The time period to discover Tate will change each day to allow for maximum customer participation.

The in-store promotion runs through December 24, 2011.