Our guidelines to a spooktacular Halloween:
- Have a really tight range
- Focus on the best-sellers and innovation:
- No1 Cadbury Screme Egg1
- No2 Cadbury Crunchy Spider1
- Spook your customers with fangtastic display using counter
- On the day, or a few days before why not create some extra theatre and get your staff to dress-up!
A Cracking 2013!
Christmas 2013 was focused on what sells well.
Our recommended range grew by 38% compared to the top 40 SKUs which only grew 13%4
What retailers had to say
On average, sales of seasonal confectionery grew by 92%3in our case study stores which followed our Seasons Made Simple principles.
“The Cadbury Christmas display unit was a huge success and we have never sold so many advent calendars. We have always had a display but this one went up earlier than normal and generated sales for Bonfire Night and Halloween as well. We sold a tremendous amount of chocolate”
Dean Holborn; Holborn’s South Nutfield, Surrey
“We were very competitive in the run-up to Christmas…so our confectionery sales were good. Mondelez installed a Christmas display unit which was eye-catching and therefore worked well with our customers”
Kazem Hossini; Londis Burgess Hill
“The Cadbury Christmas seasonal display was a real sell-out with our customers, with advent calendars doing especially well. Volume sales of confectionery are high as we have run a lot of offers as well”
Mayur Patel; Saxon Field Stores Andover Hampshire
Christmas 2014
We are continuing to invest heavily this Christmas with new products and TV advertising.
Our recommendations for retailer success this Christmas are:
- Stock the very best selling lines - focusing on making the top performing SKUs work harder:
- With limited seasonal spend, it's more important than ever to keep seasonal ranges simple and focus on selling what sells.
- Start the season early:
- Christmas starts in September5, with shoppers increasingly buying Christmas gifts early in the season.
- 35% of Christmas gifts are purchased in October and November5 up 3% since 2007.
- Make the most of investment and media:
- Cadbury will be on TV at Christmas again.
- Build great displays:
- Utilise counter space for self-eat treats like NEW Cadbury Dairy Milk Mousse Snowman Chocolate and Cadbury Dairy Milk Freddo Popping Candy.
- Build impactful and inviting displays in store to showcase your Christmas range.
- Utilise manufacturers POS.
- Availability is Key:
- Shoppers buy through the season so make sure your display is kept shocked up and appealing all season long.
We suggest focusing on self-eat, novelties and giving and sharing
1 The Nielsen Company, Treatsize and Bespoke Halloween, 2 months w/e 02.11.13
2 Nielsen Scantrack Halloween 2012
3 Convenience Store Shop Project 2014
4 Nielsen, I&S Seasonal Value sales Christmas 2013
5 Nielsen Scantrack Data w/c 01.09.12 - 29.09.12