MASSIVE brands company P&G has produced its own special Christmas card for retailers this year. The latest infographic from its c-store merchandising advice programme ShelfHelp is designed to tell the story of the festive effect on sales of hair, beauty and grooming products.
Using data from Kantar Worldpanel, Nielsen, IRI and other sources, the company behind Head and Shoulders, Pantene and Aussie shampoos and Gillette razors and grooming products says last year shoppers making last minute purchases accounted for record sales. Some 6% of shoppers said they expected to spend more in the four weeks that included Christmas and New Year and average household expenditure increased by 5% in the festive period in 2013.
Around 11.4m buyers spent an average of £36 per Christmas gift.
Razor sales in one supermarket group were said to have soared by 59% in December 2013.
In more general terms the P&G info says hair care product sales are worth £19.6m in c-stores.
Arguably, with the party season in full swing, December is a good time to give some extra TLC to the haircare area.
P&G merchandising tips include creating an area carrying products for females that’s separate from men’s toiletries if possible.
It also says c-stores should make sure they stock the best-selling brands.
Shampoo is bought by more households than other health and beauty products and should be placed at the front of the health and beauty area to attract shoppers to the section. It recommends matching shampoos with correspondingly branded conditioners and where possible merchandising different pack sizes of similarly branded products together on haircare shelves.
