Chocolate is always a best-seller – from cheeky treats to tasty gifts, there is always a reason for shoppers to buy chocolate. There are, obviously, certain times of the year when chocolate is in even higher demand, so for retailers it is only good practice to highlight these in your calendar and plan ahead to maximise the pulling power of chocolate.
The cycle of seasonal opportunities is a great way to capitalise on the enduring popularity of chocolate – particularly your gifting and sharing options. The dates on the calendar that so many circle are the occasions where shoppers are more likely to spend time with loved ones or give sweet gifts, so preparing for these and priming your shelves will provide these shoppers with exactly what they are looking for.
There are obvious occasions such as Easter and Christmas, Mother’s Day and Father’s Day, but less widely-celebrated events such as Thank You Teacher Day, Eid and Diwali still present an opportunity to serve your customers even better.
Research has shown that seasonal confectionery shoppers tend to spend more, with an average spend that is £12.50 higher per visit. Around these dates there are several reasons that consumers shop for confectionery – but the most common reason is a planned top-up. To better serve these kinds of visits, it is key to ensure that stock of best-selling branded lines, such as Cadbury chocolate bars and boxes, is available.
Given the higher average spend for seasonal confectionery customers, adding a variety of options to your range that caters to a range of price points will help you cater for everyone. Ensure that you stock premium and higher lines, as these are particularly popular during seasonal periods and premium gifting and sharing options are important as a trade-up option, too. During the seasonal period, 75% of shoppers look for chocolate gifts at a range of stores. Along with stocking a range that caters for all of your customers, it is important to advertise your promotions both in-store and online. This not only draws attention to your in-store activities and efforts, but it will play a big part in maintaining the loyalty of customers by reminding them that you have the seasonal chocolate they are looking for.
There are many ways to make the most of your seasonal campaigns. Without a shadow of a doubt, the most important is to plan ahead – this gives you more time to get everything in place, but can also increase the length of your promotions. Having your store ready for seasonal events early not only spreads the word sooner but can increase your sales as consumers who buy early also tend to return and purchase throughout seasons.
Whilst having options to trade-up, offering complimentary gifts is another fantastic tactic for increasing sales. Chocolate, flowers and alcohol are the most popularly combined gifts, so displaying these together will make it easier for shoppers seeking them out but can also be the nudge to purchase that many other shoppers need.
Every in-store campaign will be bolstered by an eye-catching display that makes it stand out in-store. This will effectively signpost the promotion and can entice shoppers into impulse purchases that are always a welcome bonus.
Along with targeting big seasonal occasions, other missions such as a Big Night In, general gifting such as birthdays or even treating yourself just because can be just as effective and create in-store excitement.
Whatever the season, the stock you offer customers is key. For gifting and sharing there are numerous lines that are popular across all seasons, so building them into your range is a reliable way to meet customer needs and secure sales. Both Ferrero Rocher and Lindt Lindor Truffles are admired as premium options for both sharing and gifting, whilst gifting blocks are the fastest-growing segment. The most popular stock for gifting during gifting periods are chocolate gift boxes and cartons. Whether it’s Cadbury Milk Tray, Celebrations, Cadbury Heroes or any other, these are brilliant stock as they’re giftable and also perfect for sharing. In a range of sizes, they also offer mouth-watering and budget-friendly options, helping you to cater for every customer.
Whilst every seasonal opportunity may not be as developed as the big occasions, consumers shop them so they all offer viable sales opportunities. By being aware of shopping trends, lining your shelves with popular stock and highlighting all campaigns, it can be simple to maximise sales of your seasonal wholesale chocolate.
