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Grow Confectionery Sales this Father’s Day
Celebrated by people and families of all ages, Father’s Day presents a wonderful opportunity for retailers to provide shoppers with the gifting options they’re looking for and boost sales, too. With some planning and preparation, you can build a range of gifting favourites and build excitement in store.
Whilst it isn’t the biggest date on the calendar, Father’s Day is a shoppable occasion and those shopping for gifts tend to visit convenience stores more frequently. When customers are shopping for something special for their dads, the most chosen gift is… chocolate! Not only that, but the average spend on chocolate is £10.34, which shows there is an opportunity to upsell within your range. Whilst shoppers may visit convenience stores more frequently, they often buy different parts of their gifting ensemble from a range of stores. So, advertising your in-store event and clearly signposting it will raise awareness and help maintain shopper loyalty.
Last year, a third of customers didn’t even see a Father’s Day display in store, so make sure that your displays are unmissable and draw attention! Whether customers buy their gifts all at once or re-visit several times, a distinguished display will help them find the wonderful gifting options you have on offer.
When it comes to specific gifts, there are no surprises for guessing that chocolate boxes are the go-to choice. However, chocolate blocks are the fastest-growing category with a 43% increase in the build-up to Father’s Day last year. Another fact that won’t be so surprising is that when it comes to pairing chocolate with another gift, alcohol is the clear front-runner. Displaying these together, along with trade-up options.
There are many factors that play a part in a shopper’s decision-making process, but both quality and brand are strong deciders. Shoppers frequently return to brands that they trust, with quality playing a big part in this relationship. As it so often is at prime gifting occasions, Cadbury chocolate proved the most popular brand overall for Father’s Day gifting, so leaning into their offering will help to provide shopper satisfaction.
As well as the most popular brands, it is important to stock the most popular lines and bestsellers across different sectors. It may feel like many of the best sellers are the same every year, but that’s the case for a reason – these lines have the trust of shoppers! Lindt’s Lindor Truffles are the most popular premium cartons, whilst favourites like Celebrations and Cadbury Heroes are always strong performers. Sitting atop the ranking for chocolate boxes we have Cadbury Milk Tray – no surprise really, as any dad would relish the chance to embrace their inner Milk Tray Man! Applying the same logic to your large chocolate blocks range, lining your shelves with big-name bars, such as Cadbury Dairy Milk and Toblerone, will offer shoppers a familiar favourite and help to secure those extra sales. Right across your range, stocking the most popular lines and brands will only help shoppers find gifts for dad that bit more easily.
With the potential of incremental sales in the build-up to Father’s Day on June 18th, it is definitely an occasion that is worthy of concerted effort in store. Understanding your customers and serving their needs are central to a successful campaign, as is ensuring that your efforts are noticed by shoppers. A day celebrated by so many around the UK, having your offering for Father’s Day primed and ready for when customers need it will it a win-win campaign.