Boosting seasonal candy sales is not hard to do because customers are typically already looking out for the candy they need for a given holiday or season.
Each season has its holidays, and hitching the candy category’s wagon to them makes sales increases all but assured. Each holiday — from observances like Halloween, Christmas and the Fourth of July to New Year’s, Easter, Valentine’s Day, Thanksgiving and more — brings ample opportunity for special merchandising and deals.
For starters, make certain that the store’s candy program is strong to begin with. Do that by knowing the current top-selling brands, flavors, package sizes and price points.
For some holidays, in-store decorations can help get customers in the mood to celebrate. For instance, Christmas and other wintertime holidays leave stores ripe for decorating, and customers will latch onto the holiday spirit and may decide to impulsively purchase chocolates and other themed candy.
Halloween is another holiday where customers will focus on candy, and advertising Halloween-themed candy packages on store windows may lure customers inside from the pump. This would work with other holidays, as well.
Seasonal holidays help dictate package size, too. Larger-sized packages work well for Halloween and summertime road trips, and bigger packages of chocolate bars would sell well in the summer for s’mores. If you have the space, make room for these larger packages during these times. Mother’s Day, graduations, Valentine’s Day and Thanksgiving are perfect for higher-ticket gift packages.
Be aware that packaging design also helps catch consumers’ eyes and push product out the door. According to the National Confectioners Association (NCA), 87% of people prefer seasonal confectionery packaging to feature the shapes, colors and flavors associated with the season.
If c-store retailers can make their candy selection seem special due to approaching holidays or upcoming celebrations, customers will be more excited to purchase it.
The back-to-school season in the fall presents another opportunity, as parents look to pack fun treats in their kids’ lunch boxes. Take advantage of vendor-sponsored promotional offers, which can raise excitement and create value.
Another natural promotional opportunity is National Candy Month in June.
“Chocolate and candy enhance summertime traditions and experiences, like going to the beach, embarking on a road trip, going camping or enjoying an outdoor concert. These activities are all a fun part of the summer season, and … 81% of consumers say that chocolate and candy are a fun part of life,” the NCA pointed out.
Take the opportunity to tie promotions to seasonal sporting events — from baseball and surfing in the spring and summer and football and hockey in the fall and winter to iconic events like the Super Bowl and World Series.
Local schools and sports leagues are an especially good vehicle for building seasonal candy sales.
Remember that no matter the season, the basics always apply. They include offering a strong selection, fully stocked and well-tended shelves, attractive merchandising, compelling promotions, limited-time offerings, marketing at the gas pumps, a strong social media presence, bundled offers and maximizing opportunities for impulse sales.
