Every retailer recognises that Christmas is the biggest sales opportunity on the calendar to drive confectionery profits. But did you know that each person who enters your store spends £68 on average on sweets, chocolates and caramels during the holiday season?[1]
Seasonal sales soared by +12.8% year on year in 20231, demonstrating that the demand for Christmas confectionery is only likely to reach higher and higher levels. For retailers, there are plenty of reasons to be optimistic going into the Christmas season, especially if they are stocking brands that have a proven track record of delivering success.
Storck is well-placed to help retailers drive their sales and profits for Christmas 2024. Its Werther’s brand will be back on TV in the run-up to December, highlighting its Werther’s Original Butter Candy and Sugar-free variants and capitalising on its already comparatively high brand penetration of 14.5%.[2] Werther’s Sugar-free is particularly growing in importance in convenience stores, buoyed by its non-HFSS classification. Retailers should stock these two hero SKUs and the brand’s wider bestsellers, including Creamy Filling, Toffee, and the Christmas Golden Mix, to fully capitalise on the continuous popularity of caramel-flavoured confectionery.
Last year, the brand launched Werther’s Original Chocolate Covered Caramels ahead of the Christmas season, which delivered incremental sales for retailers during the seasonal period. The brand is anticipating similar success this year.
Three tips for retailers to drive sales at Christmas
- Build your displays early: Retailers should stock up on core Christmas products in October and use them to create a display in-store for shoppers to locate their favourite seasonal treats and chocolate boxes. Use seasonal PoS and keep HFSS regulations in mind to enhance visibility and drive sales.
- Merchandise by occasion: Group products that consumers would want to buy alongside confectionery to inspire seasonal shoppers, such as hot cocoa mix, sharing bags, etc. Consider stocking a variety of sizes across the range to meet shoppers’ needs.
- Ensure all needs are covered: Stock sharing bags for shoppers who are having cosy nights in, as well as a range of boxed chocolates at different price points to cater for consumers who are looking for gifts or hosting.
[1] Kantar Worldpanel 12we 24.12.23
[2] Kantar MyWorldpanel 52we 01.09.24
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