Londis Harefield owner, Atul Sodha, is keen for retailers to capitalise on the festive sales opportunity by collaborating with suppliers as new research reveals that c-stores are central to almost 60% of consumers’ Christmas shopping plans this year.
Research commissioned by Ferrero, compiled by KAM, has revealed that over a quarter (28%) of consumers are ready to begin their seasonal shopping visits at the start of December. A further 42% of shoppers are planning to do top-up shops at their nearest c-store in the final days before Christmas.
With many shoppers planning to use their local c-stores in the coming weeks, citing not just their convenience but the rise in fuel prices as reasons, Ferrero claims retailers have a real opportunity to drive gifting and entertaining spend, particularly in the confectionery categories where boxed chocolate and novelty gifts are set to become more relevant.
This rings true for Atul, who has worked with the firm to make Christmas confectionery a talking point in his store. “I think that we really need to invigorate our stores with lots of displays, making sure that we’ve got the right kind of products in the confectionery departments as well as everywhere else,” he says.
He claims that working with reps to enhance your displays is “a no brainer”.
“My top tips would be to work with reps, lots of collaboration in store: creating theatre, displays, get your staff involved with things that are going on, do some trials and tastings,” he suggests. “It’s a perfect time - we all need to be cheered up - let’s have Christmas and let’s have fun.”
Ferrero and KAM’s research also found that a third of retailers plan to run more in-store promotions around chocolate this year with 59% of retailers saying they sell more boxed chocolate confectionery during the Christmas period.
Over a third (35%) also see an uplift in self-treat chocolate confectionery.
Alcohol was the top category bought alongside chocolate confectionery on 68% of occasions, while snacking products, such as crisps and nuts, came in second (47%) and cards third (45%), suggesting retailers should dual site products to boost revenues.
Other key findings were:
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90% of shoppers will stick to chocolate brands they know and love as a part of their Christmas traditions
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56% plan to spend the same or more than they usually do on gifts
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55% intend to spend more or the same on home entertaining
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52% said they will spend more and opt for more premium chocolate over the festive period
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35% said they plan to celebrate at home to save money
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