Consumers 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 has found.
While gifting revenues are likely to rise, self-treating occasions could dip as shoppers prepare to watch their spending in the months ahead.
Almost two-thirds of retailers are prepared for the predicted sales boost, the research said, ranking Easter as the biggest revenue driver for them this spring. With shoppers starting to think about Easter gifting four weeks in advance, Ferrero advised retailers to display popular small eggs and chocolate models now, such as the Thorntons Bunny 90g, Kinder Moulded Bunny 75g and Kinder Surprise 100g.
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 at the last minute.
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 presents an opportunity for retailers to encourage trade-up with premium options such as the Ferrero Rocher and Thorntons boxed chocolate range. It also a chance to drive cross-category purchase across items like flowers and cards.
