Bestway Wholesale has launched its seasonal confectionery deals for independent retailers as the countdown to the festive season begins.
In a special eight-page Christmas confectionery brochure mailed out to customers, the Christmas Crackers promotion offers retailers deals across a comprehensive range of sharing, gifting and impulse confectionery lines.
“The Christmas Crackers brochure demonstrates our willingness to bring Christmas back into the independent and symbol sector and offer customers prices that will make their stores attractive destinations not only for top-up and distress purchases but as value destinations in their own right,” said Tony Holmes, Sales Director for Retail at Bestway Wholesale.
Many of the lines on offer are available as single items in addition to full cases to help retailers manage their cash flow and stock control. “Independents sometimes don’t know when to kick off Christmas but the key is to introduce lines slowly in October and early November and make sure that customers know that you have a Christmas offer,” added Holmes. “By making product available as singles, we are offering retailers the chance to build momentum early and then capitalise on demand by purchasing full cases once they have established shopper demand.”
The company are making sure that all need states are catered for in the confectionery brochure with boxed chocolates, seasonal selection boxes and tubes, giant bars and impulse novelties all included from the major manufacturers such as Ferrero, Mondelez, Nestle, Lindt and Mars.
The Christmas Crackers promotion runs throughout October and November at all Bestway and Batleys depots and online at bestway.co.uk and batleys.co.uk.
- Make sure customers know that you sell Christmas Confectionery. Have products visible from October onwards as some shoppers prefer to spread the cost over a couple of months rather than binge buy in December.
- Stock a comprehensive range including gifting and sharing packs to take advantage of a variety of shopper missions
- Build excitement nearer to the time by creating a confectionery products display using suppliers’ point of sale material.
- Stock kids’ Christmas novelties such as CDM Snowman, Merryteaser Reindeer and Smarties Penguin at till point to make the most of impulse purchases
- Promote key lines as footfall drivers and entice shoppers – over pricing to gain more margin will result in shoppers going elsewhere and create a negative price perception of your store.
- Create gifting multibuys by linking alcohol and gifting confectionery together in one deal as this will increase sales as shoppers will often buy both when visiting/going to parties
- Buy early – Don’t wait till the last minute. Availability on key skus and getting the right range is critical. Leaving it late may mean you are unable to get the best seasonal products.
