So it’s almost
December, and with that comes the Cadbury Crème Egg of course. It used not to
show its head until January or February but the date has been creeping back and
savvy retailers get in there first for early impulse sales – even in the run up
to Christmas.
Is it a world
gone mad? Perhaps. But in a competitive confectionery industry it is becoming more
and more evident that impulsive spring treats are a big sales opportunity –
especially for smaller stores that thrive on shoppers buying on impulse.
We no longer
stop at the trusty Crème Egg of course. Oh no. Today, there is a giddy
selection of seasonally themed treats, generally priced under £1, gearing up
for fast sales from January onwards – helping to get us in the mood for Easter
apparently. The Malteaster Bunny is such an example and there are many more key
branded products to contemplate including: Galaxy Bubbles filled egg, Aero
filled egg, Cadbury Caramel filled egg, Kinder Surprise, Smarties Little Choc
Chick, Mini Lindt Bunnies… oh how the list goes on.
According to
data from Nestlé Confectionery, 70% of
Easter confectionery sales are from “immediate consumption” products, which
over index in the early season. Coupled with this, the Seasonal Impulse sector
is worth £122 million in spring confectionery sales. However you look at it, we’ve
created a new season amongst the confectionery sales calendar – the season for
impulsive spring treats.
So get yourselves ready for some
early bumper sales, just as soon as you can say “Happy New Year”. The
wholesalers and other suppliers will be encouraging you to stock up and
offering plenty of options to choose from. Whilst well-known brands can offer
familiarity (and I’m afraid to say that Crème Egg has become an essential
product to stock), there are many little known branded ideas in addition to
premium chocolate treats, designed with the spring season in mind.
Consider your target audience and
what they might like to treat themselves with periodically. Don’t forget your
younger customers too – all ages are buying in to our new season.
Stocking from January, we’re told
that sales can be strong for around seven weeks, with a last minute surge in
the week before Easter. So our advice? Get them in early and stock them right
up to Easter Sunday. This is a season that you cannot afford to miss.
