Category advice: Diwali

A major festival

Diwali season is fast approaching. Those who celebrate will be stocking up on a range of items from lights, candles, gifts, confectionery, flowers to food items. The holiday is therefore a critical time for retailers, who, if they prepare early, have an opportunity to make sales across a range of categories. Diwali is celebrated by over 800,000 people in the UK, making it a major festival to be celebrated throughout the entirety of the country. Harry Dulai, managing director of Surya Foods, says, “The UK is already home to some of the biggest Diwali celebrations outside of South Asia. Retailers across the UK can gear up for bumper sales o the back of the growing popularity of ethnic festivals, like Diwali in the UK.”

What food to stock

Food and drink are main categories to look out for over Diwali season, as many celebrants will stock up on traditional, South Asian produce alongside gifting items and snacks. Last year, PepsiCo research found that 75% of retailers believed that events and occasions benefit their sales in Asian-inspired savoury snacks. The research highlighted the importance of seasonal festivals, like Diwali, on the sales of savoury snacking items. Popular snacks to stock this season include Regal Bombay Mix and Hot Bombay Mix along with Regal Toasted C&L Corn or Karachi Krunch. While there is a large opportunity with savoury and dried snacks to exploit over Diwali, many consumers will also be on the lookout for deals and promotions on other food items, in particular ingredients for home cooking as opposed to ready meals. Retailers need to be stocking up on the right ingredients.

Kenton Burchell, trading director at Bestway, says: “As Diwali is an occasion for gatherings, consumers will be buying a variety of traditional sweets and savoury snacks. “However, as consumers celebrate Diwali, they will also be buying the essentials for cooking at home, home decors and basic kitchen products. “These products include, rice (Tilda/Pearl), butter/ghee (Anchor/White Pearl), cooking oil (White Pearl), tinned tomatoes/ canned chickpeas (White Pearl/Best one), flour/chapati Flour (White Pearl), teas and soft drinks (Unik/Rubicon) and retail spices and seasoning (White Pearl).” Dulai from Surya foods adds: “Diwali favourites are expanding rapidly. The Laila brand spans classic store-cupboard staples including a complete range of flours, pulses, grains, ghee, sauces, pickles, chutneys, spices and curry pastes.”

Top marketing tips

Know your demographic If you are thinking about setting up your store for Diwali, you should rst think about your demographic, and whether there is a market for Diwali sales in your area. Talk to customers and engage with your local community to nd out if your customers would be interested in Diwali products or displays. “We don’t stock seasonal Diwali products or arrange displays for Diwali because we know we don’t have the demographic for it. It’s dependent on whether you’ve got the customer base for the particular event or season in question,” says Priyesh Vekaria, of Carlton Convenience in Salford, Greater Manchester.

Plan ahead Burchell says: “Retailers should plan their promotions four-to-six months before Diwali and ensure they have a strategy in place to review their stock and promotions.”

Market effectively The best way to showcase your stock to customers is by promotion via social media. Retailers should plan their social media strategy six to eight weeks before Diwali to promote their products to customers wanting to stock up prior to the occasion. You could even use community notice boards to reach out to local people and other groups to inform your community on the products, services, or events you have in place for Diwali.

Diwali falls on 12 November in 2023

What drinks to stock

Retailers can benefit from offering promotions on these products or on large, multipacks in the lead up to Diwali. While some celebrants might choose to drink alcohol over Diwali season, many will also choose to abstain during this festival. According to a spokesperson from Diageo, Research has found that nearly half of UK adults (47%) are switching between alcoholic and no and low-alcohol drinks. “With people looking for more choice during more occasions, retailers would bene t from considering this when it comes to choosing which drinks options to stock,” they add.

“In the run-up to Diwali, we recommend stocking a few alcohol-free options to ensure a range of inclusive drinks options, so customers have plenty of choice. Diageo’s range includes Guinness 0.0%, Tanqueray 0.0% Alcohol Free Spirit, Gordon’s 0.0% Alcohol Free Spirit and Gordon’s Pink 0.0% Alcohol Free Spirit.”

Top tips

Work with suppliers Retailers can collaborate with suppliers to ensure that products are aligned with Diwali celebrations. “Retailers can plan and ensure there is a strategy in place to stock the right products, at the right prices and with the right promotions before and during Diwali by collaborating with suppliers to get the popular lines in store,” says Burchell.

Talk to your staff It is important that sta have a moderate understanding of Diwali celebrations and traditions. This way, sta will have knowledge of what customers might be looking for and can interact with customers and help them accordingly to nd what products they might need.

Displays Retailers should think carefully about their display and merchandising in-store in the lead up to Diwali. It would be bene cial to create a main section of the store that highlights Diwali products you have on o er, along with any promotional materials like posters or banners that can make your display more visually appealing.

Merchandise for pre-Diwali celebrations For many Diwali celebrants, there is a focus on acquiring gifts for family and friends in the lead up, along with a focus on cleaning their homes in preparation for the day. Retailers can make the most out of this buy offering deals and discounts on cleaning items in the weeks leading to the festival, or by showcasing traditional confectionery items with clear signage.

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