Stick to the big brands and ensure you stock the right range throughout the entire season. That’s the message from Nestlé for this Christmas.
According to Kantar Usage Panel data, early season sales account for a quarter of all seasonal impulse sales with a quarter of shoppers who buy early repeat purchasing probably because they eat what they’ve bought and have to buy more. Apparently they spend 23% more than shoppers who only buy later in the season.
For Nestlé, the early season means September and October when forecourt retailers should have the Quality Street My Purple Bar, the new Quality Street My Green Bar and Smarties little choc penguin out on display, as well as giant tubes of Rowntree’s Fruit Pastilles, Smarties and Milkybar Buttons and Matchmakers (orange and mint). For mid season and late season October through to December retailers are advised to also stock the Quality Street carton and jar, After Eights 300g, the new Smarties robin and the new Milkbar owl. For retailers with more space, there is also a new Milkybar polar bear cub which, like the Smarties little choc penguin, comes in eye-catching display outers of 24. Recommended retail price is 65p.
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