Be prepared for the mini gifting moments

There’s more to spring sales than Easter alone

Advice from Mondelez includes introducing stock six weeks before the event.

APART from Easter, other occasions in spring provide opportunities for confectionery sales according to Mondelez International.

A spokesperson said: “Spring gifting occasions, including Valentine’s Day and Mother’s Day provide a key opportunity for retailers to drive sales.

“The mini-seasons are important with Valentine’s Day and Mother’s Day being the key to the success, worth a huge £45m  and £48m  respectively.”

The spokesperson added that the number one branded everyday gift at Valentine’s Day is Cadbury Milk Tray, which is worth £39.2m, with 95% brand awareness.

But Cadbury Roses is also a popular choice, worth £47.2m in value sales and Cadbury Heroes is also popular at this time of year, worth £69.3m.

To help retailers get the most out of their confectionery range during these occasions, Mondelez has issued a list of top tips:

• It says stores should start introducing stock around four to six weeks ahead of the occasion and ensure you are fully stocked in the immediate lead-up in order to take advantage of emergency gifting and last-minute purchases.

• Another tip is to group gift products together, siting confectionery alongside flowers to encourage cross-category purchases.

• It also suggests using manufacturer POS to create seasonal displays and that retailers should consider a secondary siting of mini-seasons products, perhaps near the counter.

• And it adds that to make the most of these the occasions, retailers should ensure that shoppers can easily find their family favourites in-store for top-up shopping and distress purchases.