Confectionery is synonymous with seasonal celebrations, with chocolates a staple gifting option and big name brands attracting shopper attention. To get ready for Mother’s Day (10th March), Ferrero UK has collaborated with retailers across the country to see how they are applying learnings from their Valentine’s Day celebrations to drive additional opportunities in store.
Promotional gifting deals
Aman Uppal, from One Stop Mount Nod, said that he saw a successful Valentine’s Day after his team started promotional gifting several weeks ahead of 14th February. He commented: “Although interest in Mother’s Day is typically closer to the occasion, there’s still an opportunity to build interest in the weeks ahead, particularly as we know this has worked well in the past with Valentine’s Day.”
These promotional displays often include gift sets and bundle deals which help shoppers to simply grab what they need and go – appealing to those in a hurry. Natalie Lightfoot, owner of Londis Solo Convenience, similarly sees uplift in her store, commenting, “Confectionery naturally sees an uplift in sales during seasons, such as Mother’s Day, but this can be increased further by creating bundle deals where shoppers can pick up other gifting items – such as balloons, flowers, cards and small giftsets. This makes you, as a retailer, a one stop solution for the occasion.”
Catering to different budgets is also important during gifting occasions. Suki Athwal, from Shop Around the Clock in Tenterden, has noticed that shoppers will often be tempted to trade up to brands that represent a premium gift. He comments, “It has been important to offer items across a good mix of budgets when it comes to gifting. Having lower, mid and upper price points for confectionery works really well, particularly as we find some shoppers are happy to trade up on occasions, such as Mother’s Day, to make the day as special as possible for their loved ones.”
The appeal of in-store theatre
In-store theatre continues to be an important way to remind shoppers of the occasion – and with Valentine’s Day happening just before Mother’s Day, this provides the perfect opportunity to test and learn new concepts.
Suki says, “When it gets closer to the time, adding a bit of theatre in store can help capture the attention of shoppers. Over Valentine’s Day we bought balloons to attach to the promo bays, giving it a little extra pop when shoppers enter the store. This will be something we will do with Mother’s Day this year too!”.
Natalie agrees with Suki and comments, “We find that making prominent eye-catching displays in store, with cross-category products that link nicely together, creates a natural uplift in sales. We use appropriate colours for the seasonal event, either provided by suppliers or wholesalers – if not, we’ll look at low-cost options available online. Taking a little time to plan this added bit of theatre can help boost sales by creating an exciting destination for the shopper.”
A Ferrero spokesperson comments: “Much like Valentine’s Day, Mother’s Day is a key occasion for many shoppers and convenience stores have the perfect opportunity to be nimble and create displays to drive sales of products such as our Thorntons Classic.
“Showcasing a strong core range, as shoppers look for the products they know and love – such as our Thorntons Classic 262g – is pivotal when planning promotional activity. Premium Boxed Confectionery continues to play an important role during these seasonal occasions, and with Thorntons being a trusted brand, consumers will be looking for these items within deals and offers as they know they’ll be getting good value for money.
“Our recommendation to retailers is to build up their activity up to three weeks in advance and then ramp this up during the final week to appeal to those last-minute shoppers. Starting this far ahead ensures your local shoppers have plenty of opportunity to grab what they need, plus the possibility of them buying themselves a little something too.”
Celebrating on socials
Social media can be a great way to advertise any promotions retailers have in store over Mother’s Day. Nishi Patel, owner of Londis Bexley Park, agrees and comments, “While our in-store TVs are great at promoting occasions in store, we have also found that social media is a great tool to engage shoppers, particularly during seasonal events. Video content on social channels showing what you have on offer during Mother’s Day helps to promote what is available to local shoppers.”
Dates for your diary
Mother’s Day – 10th March 2024
Good Friday – 29th March 2024
Easter Sunday – 31st March 2024
Easter Monday – 1st April 2024
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