Shoppers are set to ramp up their confectionery gifting spend this spring, with shoppers more likely to splash the cash on Easter, the latest Ferrero UK research shows. While gifting revenues are likely to rise, self-treating occasions could dip as shoppers prepare to watch their spending in the months ahead.
Easter is an occasion shoppers will spend more on. Almost two thirds of retailers are prepared for the predicted sales boost, ranking Easter as the biggest revenue driver for them this spring. Shoppers will begin thinking about Easter gifting four weeks in advance, so retailers should look to display popular small eggs and chocolate models now, such as the Thorntons Bunny 90g, Kinder Moulded Bunny 75g and Kinder Surprise 100g. This will engage shoppers from the start of the season through to the main event.
Some shoppers may consume these products before Easter, offering another opportunity for re-purchase before the weekend itself. The key sales period for retailers is the week running up to Easter when shoppers are on the lookout for larger Easter eggs such as the Ferrero Rocher Collection Boxed Egg (240g) and Thorntons Continental Egg (257g) which appeal to shoppers looking for a premium option and provide both gifting and sharing treats
Convenience stores, however, may have to be innovative when trying to attract shoppers as 62% of shoppers say supermarkets offer better value. Conversely, local and independent retailers will win when it comes to convenience as the majority (45%) of shoppers rely on these outlets last minute, to celebrate the spring occasions.
When it comes to spend during spring occasions, 37% will spend £20 and 35% will spend £50 on Mother’s Day and Easter respectively. This increased spend from shoppers, showcases an opportunity for retailers to encourage trade-up with trusted, premium options such as the Ferrero Rocher and Thorntons boxed chocolate range. It also presents an opportunity to drive cross-category purchase across items like flowers and cards.
