Five ways for c-stores to maximise profit
MOTHER’S Day presents plenty of opportunities to drive up sales within the gifting category, offering retailers an ideal chance to pick up some profit along the way.
While there will be many consumers that spring for a bouquet of flowers or box of chocolates, there day also presents an ideal social gathering opportunity making more premium end sharing items a worthwhile addition to the shelf.
Plenty of families will be getting together for the day on Sunday 30 March, or to make a quick visit at the very least, and for these opportunities, it never hurts to bring a packet of biscuits along for the day.
Fox’s Burton’s Companies (FBC) reckons it has a range perfectly suited to the Mother’s Day occasion and for those shoppers who are looking to provide an afternoon tea experience from the comfort of the home.
With this in mind, Robin Norton, head of category at FBC, has listed out five ways in which convenience stores can maximise sales in the lead up to Mother’s Day.
Stretch spend with premium portfolios
To really make the day feel special, a special kind of treat needs to be on the table. With this in mind, Norton has pushed retailers to stock up on more premium biscuit options for sharing out this month, such as the firm’s recently redesigned Thomas Fudge‘s Florentines or Fox’s Fabulous Cookies range.
Norton said: “Premium sweet biscuit brands lend themselves to gifting, more so than own label ‘everyday’ biscuits; they feel more special and have more expensive, indulgent recipes.
“According to Mintel, 39% of UK consumers now purchase biscuits as gifts, with Mother’s Day being one of those prime occasions.
“Consumers are looking for premium products with which to treat their loved ones, so it is important these products are well-stocked around Mother’s Day and on a clean and clear shelf, that allows the premium feel to come through.
“Premium brands like Thomas Fudge’s Florentines, Fox’s Chocolatey Rounds and Fox’s Cookies sell well around Mother’s Day.
“Thomas Fudge’s, which recently improved its recipe and packaging for an even more premium feel, achieved a 416% increase in sales over Mother’s Day last year.”
Strategic and enticing store layout
A well-laid out store makes all the difference when it comes to sales during seasonal events, as it can often help to build up overall basket spend.
Norton said retailers should consider how to make products pop further in stores and grab the attention of shoppers to help provide more link-up sales
He said: “Strategic store layouts can maximise sales; place impulse buys like sweet biscuits next to items shoppers commonly purchase for Mother’s Day, such as flowers and wine.
“In fact, 58% of consumers make unplanned purchases on Mother’s Day – 2023 National Retail Federation survey – so there’s a great opportunity to stretch spend during occasions like Mother’s Day.
“In our experience, matching primary colours with more premium, darker tones makes a display visually appealing; bright pink or yellow tulips placed next to dark coloured biscuit packaging can create a standout selection that will drive customers to your shelves.
“Most people buy more than one product for Mother’s Day – why not make it flowers and biscuits?”
Preparing to celebrate at home
Even with plenty of shoppers feeling the pinch this year, they still want to mark special occasions like Mother’s Day.
This will often mean taking the party back to the home, meaning less of an overall spend but still a prime opportunity to drive up sales within retail.
Norton said: “Convenience stores can be the go-to source of inspiration for busy sons and daughters looking to celebrate Mother’s Day at home. Confidence in the economy is still low and we expect most people to prioritise celebrations at gome again this year, rather than splashing out on a meal in a restaurant.
“Biscuit assortments or shortbread with tea and coffee can elevate a Sunday dinner or afternoon tea at home. FBC’s range is well-placed to drive sales around these special occasions.
“Fox’s sweet biscuit assortments are the number one selling assortments in the GB market, and Paterson’s is GB’s leading shortbread brand.”
Retail media
Last minute shoppers always rear their heads regardless of the seasonal event, so some extra media or theatre in a store to remind them of Mother’s Day at the end of the month will surely be appreciated.
And, there’s also always the chance these reminders could swiftly turn into a quick shopping trip for many which makes retail media ideal for convenience stores.
Norton said: “During high-traffic events like Mother’s Day, the use of retail media to drive shoppers to a specific shelf or area of the store is a powerful tool to boost sales.
“Working with your wholesalers and branded suppliers, retail media can boost the shopping experience, increasing the chance of shoppers engaging with your range.
“In the absence of any branded retail media, a simple table display or end-of-aisle shelf with an attractive, hand-written sign stating ‘Mother’s Day Sunday 30 March 2025’ can help inspire some urgency and let your staff – or children – flex their creativity.”
Cater to different demographics
Mothers can span all kinds of different generations, sometimes making it more of a challenge to appeal with the right kind of gift.
With limited shelf space, building a range that can cater to all generations can be a squeeze for retailers at best, or mean masses of leftover stock at worst.
With this in mind, Norton reckons assortment biscuit options, like with the Fox’s brand, will be able to cater to all age groups and provide families with an experience to share in together.
Norton said: “It’s not always at the forefront of our minds, but the age of mums spans from teens into three figures. It’s therefore important to offer a variety of biscuits to cater for all ages, and what better way to do that than through assortments?
“Whatever the age group, biscuit assortments provide a perfect treat to say thank you to ‘mum’ on Mother’s Day, or any other day of the year.
“There’s nothing quite like going round for a cuppa and spending quality time with the family, and biscuit assortments have something for everybody; be that dark chocolate for dad, milk chocolate for the kids, or plain biscuits for the purists in the family.
“Quality biscuits, like the Fox’s Classic range, are perfect for mum to relax in her own time, with an indulgent treat in front of the TV or with a book.”
