Trade and brand manager,
Mars Wrigley Confectionery
The final two weeks leading up to Christmas is worth £164m and represents 21.8% of total season sales, so retailers should ensure they are fully stocked right up to Christmas Day.
Consumers are willing to spend and indulge more at key calendar events such as Christmas, leading to a trend in more premium purchases. You can drive last-chance purchases in queue and at the till – these locations drive purchases by up to 60%.
Use all the PoS available to you to create in-store theatre that makes iconic products such as Maltesers Reindeer unmissable in-store. Capitalise on the impulsivity and expandability of the confectionery category by placing confectionery at multiple points around the store. Significant sales uplift can be achieved with positioning closer to the entrance.