Convenience stores are central to nearly 60% of consumers’ Christmas shopping plans this year, with 28% ready to begin their seasonal shopping visits at the start of December, new research reveals.
The latest research commissioned by Ferrero, compiled by KAM, shows that a further 42% of shoppers planning to do top-up shops at their nearest c-store in the final days before Christmas.
In addition, the research found:
- 90% of shoppers will stick to chocolate brands they know and love as a part of their Christmas traditions;
- 56% plan to spend the same or more than they usually do on gifts;
- 55% intend to spend more or the same on home entertaining;
- 52% said they will spend more and opt for more premium chocolate over the festive period;
- 35% said they plan to celebrate at home to save money;
- Alcohol is bought alongside chocolate on 68% of occasions – almost half purchase snacking products and cards when buying chocolate.
With many shoppers planning to use their local c-stores in the coming weeks, citing not just their convenience but the rise in fuel prices as reasons, retailers have a real opportunity to drive gifting and entertaining spend, particularly in the confectionery categories where boxed chocolate and novelty gifts are set to become more relevant.
The research shows that more than half of consumers favour traditions and will buy the same confectionery brands each Christmas. This showcases the power of well-known, trusted brands and consumer loyalty, and opportunities for well-established brands like Ferrero products, such as Thorntons.
The data reveals that a third of retailers plan to run more in-store promotions around chocolate this year with 59% of retailers saying they sell more boxed chocolate confectionery during the Christmas period. Over a third (35%) also see an uplift in self-treat chocolate confectionery.
Alcohol is bought alongside chocolate confectionery on 68% of occasions, while snacking products such as crisps and nuts came in at second (47%) and cards third (45%), suggesting retailers should dual site products to boost revenues.
