Key calendar dates and seasonal moments such as Halloween and Bonfire Night present huge opportunities for retailers to drive footfall and unlock additional sales.
In the week leading up to Halloween last year, value sales of spirits were worth £19.61m (Nielsen IQ) in the impulse sector, so retailers that plan ahead and think about stocking products that lend themselves to these events will be able to maximise the opportunity.
“These key calendar occasions provide adult consumers with an opportunity to socialise and create memorable moments at home,” comments Lauren Priestley – Head of Category Development Off Trade at Diageo. “When preparing for these special occasions, we expect consumers to look out for well-known brands they trust and that can be shared with friends. For this reason, we suggest stocking a range of well-known, high-quality spirits that can deliver on taste assurances.”
During the colder months of the year, dark spirits such as rum and whisky are popular and can be enjoyed in a range of seasonal serves. With this in mind, Diageo suggests that retailers review their rum-based spirit and whisky ranges – ensuring they stock a few of each category at varying price points in order to reach more shoppers. Whisky, for example, is becoming more appealing to consumers as people discover more ways to enjoy the liquid – in fact, sales of Johnnie Walker were up 21% in October 2023 in comparison to 2022 (Nielsen IQ). The liquid can be enjoyed in many ways including on the rocks, with ice, in cocktails or as a highball serve.
When it comes to the rum and rum-based spirit category, there has been an abundance of innovation over the years meaning there is an option to suit most flavour preferences.
Variety is key to encouraging shoppers to explore the category. So, stocking white, dark and spiced rums and rum-based spirits alongside a few flavoured options will inspire customers to try something new.
Captain Morgan tends to perform well over the Halloween period and remains the ‘go-to’ rum-based spirit within the category, with over £2m net value sales last year (Nielsen IQ). The brand has a raft of great-tasting spirits within its portfolio, including Captain Morgan Original Spiced Gold and Captain Morgan Black Spiced. The latter can be enjoyed neat over ice, mixed with Ginger Beer or Cola, or as a Black Spiced Old Fashioned, making it a perfect drink for the autumn. In order to encourage people to opt for whisky or rum, Diageo suggests placing well-known spirits alongside their varietals which will encourage shoppers to explore a range.
Vodka is not a category to be overlooked and should be considered all-year-round. Its versatility enables consumers to easily recreate some of their favourite mixed drinks from the on-trade in a few simple steps. With this in mind, it is worthwhile including a few well-known vodka options which are likely to be popular amongst all guests at a party. Smirnoff Red Label, for example, is the number one vodka brand in GB (IWSR) and was worth over £13m in the impulse channel in October 2023 (Nielsen IQ). The brand also has a range of flavoured vodkas as part of its portfolio, including Smirnoff Raspberry Crush, Smirnoff Mango & Passionfruit Twist, Smirnoff Berry Burst and more recently launched Smirnoff Spicy Tamarind – all of which can be used to help elevate even the simplest of serves at home. Smirnoff Spicy Tamarind, with its Mexican-inspired bottle, featuring a vibrant design bursting with colour and a label that contains phosphorescent ink for a glow in the dark effect, is the perfect accompaniment to Halloween and Bonfire Night celebrations this year. “To maximise the vodka opportunity, we suggest sharing serve suggestions on social media, and inspiring customers to create serves at home by cross-merchandising these spirits with mixers and other quality snacks,” adds Priestley.
Alexander Wilson, Category & Commercial Strategy Director, at Heineken, comments: “Halloween is a fantastic event for retailers and wholesalers to get involved and have fun with, as adults up and down the country will be looking to celebrate by attending parties and hosting gatherings. In fact, in previous years, sales of beer and cider reached £127m in the total off trade during Halloween week, cementing itself as the biggest trading week during the autumn season (Nielsen IQ) – after the sunny weather has gone, and before the build up to Christmas festivities – demonstrating the importance of the event.”
In 2023, Halloween week saw a 4.6% increase in sales versus the previous week (Nielsen IQ), and this year is set to follow suit.
When it comes to the brands people are purchasing, this is overall very similar to the rest of the year, so retailers and wholesalers don’t necessarily have to worry about stocking limited-editions lines and dead stock after the event has passed, but instead focus on how they display beer and cider in store and having full availability of bestsellers, such as Cruzcampo® and Birra Moretti Sale di Mare.
It is also worth thinking about how to facilitate trade up – for example, giving brands like Old Mout and Cruzcampo®, which caters to those watching their spend but still wanting something special, top shelf space. “When it comes to in-store theatre, convenience retailers should consider utilising any themed PoS available and creating their own display near the front of the store which signals Halloween-themed promotions – for example, a multipack of beer with snacks like crisps and nuts, to help inspire customers to purchase multiple items, and to get everything they need from one store,” adds Wilson.
Clare Newton, Trade Marketing Manager at Swizzels, said: “The Halloween and Bonfire Night seasons represent a significant opportunity in the retail calendar, offering substantial opportunities across various categories. In fact, Halloween sugar confectionery has grown by 18.4% in the market, outperforming chocolate confectionery at 10.4% (Circana), further cementing the importance of the occasion.”
These seasons drive considerable consumer spending. Halloween, in particular, has evolved into a major event for consumers, with spending on sugar confectionery seeing significant growth year-on-year and Halloween-themed products outperforming the total sugar confectionery category growing at 34.4% vs 13.3% (Circana). For retailers, this translates into a surge in foot traffic and sales, as shoppers look to celebrate these occasions with Halloween-themed products.
Halloween is a prime opportunity for retailers to boost sales, with several key categories reaping the benefits. Confectionery, of course, stands out as the top performer. Halloween-themed sweets see a significant surge in demand as consumers stock up for trick-or-treaters and parties. For example, Swizzels’ popular Mummy Mix grew by 41% in the market (Circana).
One of Swizzels’ top-selling items during the Halloween period is the Variety Packs range (Luscious Lollies, Scrumptious Sweets, and Curious Chews). These best-selling hanging bags feature some of the nation’s favourite individually wrapped treats, making them perfect for trick-or-treaters. Additionally, Sweet Shop Favourites Tubs are always incredibly popular, thanks to their wide variety of options catering to different preferences. Overall, Swizzels’ Halloween products grew by +26% outperforming total Sugar confectionery at +18.4% (Circana).
Swizzels is launching new multi-flavoured Skeleton-shaped Squashies ahead of Halloween to help retailers drive seasonal sales this year.
Alongside its usual range of popular sweets, Swizzels has introduced new foam Squashies Squeletons in three unique skeleton shapes, available in three popular flavours: Sour Apple, Strawberry, and Orange. The limited-edition 120g Squashies Squeletons are now available for purchase in cases of 12 (RRP: £1.15).
To support the launch, Swizzels will provide retailers with both physical and digital Halloween-themed POS assets to enhance their promotions and in-store displays.
“Creating in-store theatre around Halloween is a fantastic way for retailers to attract customers and boost sales and Swizzels is dedicated to supporting retailers in their efforts to do so. We provide eye-catching point-of-sale materials, including themed display units, posters, and banners that highlight our seasonal products. Furthermore, our seasonal packs are designed to stand out on shelves and attract attention,” adds Newton. “For in-store promotions, retailers should focus on themed displays that capture the Halloween spirit. Attention-grabbing end caps and special Halloween sections can help customers easily find and explore seasonal products. Additionally, offering in-store promotions such as discounts or bundled deals can encourage shoppers to purchase more.”
Lauren George – External Communications Manager at Mars Wrigley, comments: “As we approach each season, Mars Wrigley continually strives to innovate and bring new flavours, packaging, and promotions to the market. It is vital to continuously explore new flavours, formats, and packaging options to cater to the diverse tastes of consumers.”
This year, Mars Wrigley has launched SKITTLES® Giants Gooey in April 2024 – the confectioner’s most ambitious NPD to date. The confectionery is filled with a gooey, citrus core, delivering a tangy hit of zestiness. The innovation taps into the trend for fun and unexpected tastes while capitalising on the growth in fruit-inspired confectionary which has seen the category increase at a CAGR of 4.3%.
Available in two pack formats, each bag offers five popular fruit flavours – Strawberry, Lime, Lemon, Blackcurrant and Orange. A 109g treat bag-size launched in the impulse channel, followed by a 125g pouch across grocery, discounters and digital channels (RSP £1.35).
Mars Wrigley has also recently launched M&M’S Minis – the most playful variant of its M&M’S brand yet. M&M’S® Minis measure a whole 3.6mm smaller than regular M&M’S® tapping into the trend for finding joy in small things. The range extension is set to unlock shopper penetration by recruiting younger consumers into the bitesize sub-category, where Mars Wrigley already leads with a 42 percent market share.
M&M’S® Minis are available in multiple pack formats: 70g Price Marked Pack, 115g Core Pouch, 176g More-To-Share Pouch and 800g Party Pack. This innovation fills the gap for a permissible treat that is fun to eat and capitalises on the Gen Z target market’s love of new and exciting tastes, offering a moment of escape.
The importance of product innovation to keep in line with evolving consumer preferences is key. It is vital to continuously explore new flavours, formats, and packaging options to cater to the diverse tastes of consumers.
We have seen a consistently high performance with chocolate this year, with a growth of 2.7% year on year. Mars Wrigley is proud to have category-leading brands across the chocolate sector of the market, including Mars, Maltesers, Galaxy, Snickers and Bounty.
While chocolate is a part of the broader confectionery market, it stands out due to its specific ingredients, processing methods, variety, nutritional profile, consumer perception, and market dynamics.
“A trend we’ve noticed gaining popularity is ‘At my convenience, not yours’ which highlights consumers’ want for more convenient ways to shop and how we can elevate that experience for them,” adds George. “With Halloween being a key season for sugar confectionery in the UK, limited edition launches offer a huge sales opportunity for retailers, who should be thinking about stocking up on special packs and how to generate in-store excitement.”
Introducing seasonal and themed limited-edition items in the aisle can help generate excitement and drive impulse purchases. Furthermore, by innovating product offerings, manufacturers can work with retailers to help tap into consumers’ desire for affordable indulgence at Halloween.
“To cater to cost-conscious consumers, confectionery retailers can curate creative and affordable product assortments. Retailers should offer a variety of pack sizes and mix-and-match options, allowing customers to purchase a variety of treats at lower price points or larger packs offering better value,” says George.
“Convenience is key for consumers, as they want to be able to enter a store and easily find what they are looking for. The trend has a particular resonance for us and our retail partners, with our continuous approach to delivering the best results for consumers.”
Derek Baker, Trade Marketing Controller at Perfetti Van Melle, comments: “For shoppers, Fruit-tella and Chupa Chups are now synonymous with Halloween and as such this period is one of the most important in the calendar year. Both brands are undergoing developments to ensure they are as sustainable as possible with regards to packaging, and there is a broad range of SKUs that appeal to all shoppers – from sugar-free, full sugar, to wrapped, sharing and individual portions.”
Perfetti Van Melle did well during Halloween 2023, in spite of cost-of-living pressures decreasing consumer spending, hence we should be optimistic about this year with wage inflation on the rise.
Halloween is a great opportunity for retailers to grow sales as the holiday is a high footfall driver, meaning it is time to capitalise on impulse buys.
Fruit-tella and Chupa Chups can assist retailers make the most of the Halloween occasion as both brands offer portionable and wrapped SKUs, perfect for trick or treating bowls.
“PVM’s popular Chupa Chups ‘The Creeps’ Halloween themed POS will be rolling out across retailers and stores – we’ve seen success with this in the past and know that shoppers will be on the lookout for us,” adds Baker.
The total UK sugar confectionery market is worth £1.6Bn (IRI) with Perfetti Van Melle now positioned as the world’s second-leading confectionery manufacturer (Euromonitor) with their portfolio of household brands including Mentos, Fruit-tella, Chupa Chups, and Smint being worth over £100 million.
Confectionery is one of the top five categories purchased on impulse in convenience stores. Offering a full range that supports the government’s HFSS guidelines of under 150kcal per pack – something most manufacturers can’t, gives Perfetti the opportunity to be closer to these impulse purchases.
Family favourite and top ten candy brand, Fruit-tella’s best-selling chews have transitioned to a fully vegan recipe, meaning that the brand can now deliver fruity joy to an even bigger audience of consumers. The switch to vegan will be implemented across the full range of chews including the Fruit-tella favourite Simply Strawberry, the moreish Fruit-tella Duo Stix, and the more recent edition of Fruit-tella Berries & Cherries – now available in a convenient stick format.
The delectable chews will still contain real fruit juice and be made with all-natural colourings and flavours. All Fruit-tella sharing bag sweets are individually wrapped, and as such they are a treat that promotes hygiene and portion control. This makes them the perfect portable snack for families – be that on a long car journey, to pop in a bag for on-the-go pick me up, or to have in the cupboard for when trick or treaters come by. This Halloween, the REESE’S brand is stirring up excitement with the launch of its “Become a REESE’S Treat” campaign, a unique and interactive competition inviting shoppers across the UK to immerse themselves in the spirit of the season. Until November 7, 2024, participants have the chance to win extraordinary prizes, including a one-of-a-kind sculpture of their head and shoulders crafted entirely out of the iconic sweet and salty combination of chocolate and peanut butter.
Fans can enter by scanning a QR code available on REESE’S in-store adverts at point of sale or by following a link shared on REESE’S UK social media channels. One lucky winner will be immortalised in delicious fashion with chocolate sculptures created by Jen Lindsey-Clark, and her team at Chocolatician, renowned creators of edible art like the Willy Wonka Chocolate Statue and Chocolate King Charles Bust. This lucky winner will also receive a £5,000 cash prize, adding a sweet treat to their Halloween festivities.
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, comments: “Halloween and Bonfire Night are key occasions for retailers to tap into this autumn, particularly due to synergies that can be made with the Big Night In mission. So, as shoppers look to manage their spend by getting together to celebrate seasonal events at home, retailers can maximise their sales by catering their offering to these occasions. Within this, savoury snacking represents a strong opportunity for retailers looking to boost sales this Halloween and Bonfire Night as consumers look to stock up on their favourite snacks ahead of their Big Night In celebrations.”
As consumers come together to connect and socialise at home this Halloween and Bonfire Night, many will also be looking for larger pack sizes of their favourite savoury snacks that they can enjoy together, so stocking a variety of formats will help cater to different need states and therefore help drive sales.
Additionally, ensuring that a range of options are available across secondary sitings will mean that shoppers deciding to have a last-minute Big Night In to celebrate Halloween and or Bonfire Night will turn to their local grocery shop for their favourite evening treat snacks.
Additionally, cross category merchandising with soft drinks, for example, will be a key way for retailers to increase basket spend this Halloween and Bonfire Night season, especially as 84% of night in occasions are enjoyed with beverages (Bolt). This means that retailers can look to maximise their sales from both categories during this period, through maintaining a varied and extensive offering. Additionally, with 83% of purchases in the occasion pre-planned (Bolt), there is a massive opportunity for retailers to gear their displays towards these seasonal events and the Big Night In occasion, especially towards the end of the week when more nights in take place.
Matt Collins, Sales Director at KP Snacks, comments: “As Autumn approaches, Halloween and Bonfire Night represent a key opportunity for retailers to drive sales and footfall. In the lead-up to both events, consumers seek out their favourite snacks for movie nights at home and get-togethers with family and friends, making Crisps, Snacks and Nuts (CSN) a critical category to capitalise on.”
To capitalise on Bonfire Night and Halloween and the strength of the Sharing segment, retailers should stock a range of Sharing CSN products. Worth £1.74 billion, Sharing is the largest segment in CSN and is growing strongly at +7.6% (Nielsen IQ).
KP Snacks is catering to the growth of sharing occasions with a diverse portfolio of tasty snacks to generate demand and drive sales. Its exciting range has something for everyone from KP Nuts, Butterkist, Penn State Pretzels and of course Tyrrells crisps.
Worth £99m RSV and growing +2.7% (Nielsen IQ), the KP Nuts portfolio offers delicious flavours and a range of formats. Nuts are naturally packed with protein and fibre delivering on both taste and health, and have therefore been excluded from HFSS legislation. Nuts are a higher value purchase compared to other CSN products, where consumers are willing to spend more, helping to drive basket spend for retailers. Bringing big, bold flavours to evening sharing, the largest occasion within both nuts and sharing (Kantar), the KP Nuts Flavour Kravers range was recently expanded with the launch of two new coated variants: Crunchy Coated Aromatic Thai Chilli and Crunchy Coated Katsu Curry. Designed to attract new shoppers to the Nuts segment, the new KP Nuts Flavour Kravers products deliver innovative flavours and a satisfyingly crunchy and crispy texture.
Gemma Serdet, Senior Brand and Product Manager at Herta, comments: “Halloween has become a retail heavyweight. Sales figures show it’s even surpassing Christmas (consultancy.uk). This trend presents a significant opportunity for retailers to boost sales and focus beyond costumes and decorations. Food and drink are major players in the Halloween game, and Herta Frankfurters are poised to be a fang-tastic addition to retailers’ Halloween offerings.”
With sales up 15% during the key Halloween and Bonfire Night period (Circana), Herta Frankfurters offer consumers food and fun thanks to their versatility. With so many sweet treats available to children during Halloween, there’s a big opportunity to highlight fun, savoury snacks that capture the imagination of little ones. With Herta frankfurters, not only can children enjoy a delicious and easy meal – perfect for busy parents – but they can also get creative with it. Think mummy dogs wrapped in pastry shrouds, monster dogs adorned with creepy toppings or even frankfurter witches’ fingers topped with gory red sauce for blood! “What’s more, with ongoing worries around cost of living, families will be looking for convenient, cost-effective ways to enjoy the celebrations. Products that provide this will be of key interest to consumers. For example, Herta frankfurters can be easily cooked at home and placed in a thermos filled with boiling water. They can then be enjoyed while out at firework shows or on the road travelling to meet loved ones without families worrying about expensive meal options,” adds Serdet.
Herta is very excited to announce the launch of its new, limited edition spooktacular Halloween packaging which features on both the classic and chicken frankfurters in the refrigerator aisle. Not only are these eye-catching but also act as a great prompt for consumers who are looking for quick, easy and delicious meal options during the Halloween season.
Herta has also just launched an exciting campaign focused on supporting parents in creating tasty and easy meals for their children. As part of this the brand created a meal spinner which offered inspiration to busy parents in the form of 9 recipes which all featured Herta frankfurters.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “It’s easy to assume that Halloween and Bonfire Night is a relatively short-lived sales opportunity that only impacts a small range of sectors, but over the past few years, the rise of the ‘big night in’ peaks around these occasions have created a sales opportunity across the retail landscape – and in categories not immediately associated with the season, such as bakery.”
Halloween and bonfire season are the peak of ‘big night in’ each year and consumers are looking for ways to make the most of at-home events, with a particular focus on handheld eating. Typically, the rolls category grows each year in the two weeks to Bonfire Night when compared with the previous two weeks, adding value to the sector, and Baker Street sales demonstrate a similar sales spike over the same period.
“We advise retailers to start building their Halloween and Bonfire Night displays a month before October 31st. Retailers need to be wary of waste with short-life products, but Baker Street guarantees a minimum life of 35 days from delivery to depot, helping ensure on-shelf availability and reducing the risk of wastage,” adds Corrigan.
“Retailers should look at their sales data for last year’s Halloween and Bonfire Night, and ensure the relevant products are available and there is plenty of stock, including bakery, in particular burger buns and hot dog rolls from Baker Street. Retailers should offer a broad range in each category, from value to premium,” says Corrigan.
Retailers should also be aware that entertaining around Halloween and Bonfire Night is often impromptu, and shopping patterns can be unpredictable due to the variable British weather, but the key is to encourage shoppers to trade up by offering a ‘good-better-best’ selection covering all price points.
“Retailers can make the most of the Halloween and Bonfire Night opportunity by building in-store features and displays themed around these occasions, and dual-siting bakery items like Baker Street’s Burger Buns and Hot Dog Rolls in Halloween and Bonfire Night displays and the main bakery section,” suggests Corrigan. “They should also cross-merchandise bakery items like Baker Street’s Burger Buns and Hot Dog Rolls with related products like sauces and condiments and offer multiple facings to popular products.”
Freshness is paramount, and Baker Street’s products are cleverly packed to stay fresher for longer, helping retailers ensure on-shelf availability and reducing the risk of wastage. The Baker Street range’s extended life is a benefit for consumers who are looking for food items with a generous shelf-life to cater to impromptu entertaining around Halloween and Bonfire Night. It also helps retailers navigate the challenges of our uncertain climate at peak times of year.
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “Halloween and bonfire night offer a key opportunity for retailers every year, and whilst it may not seem like an obvious season for bakery, St Pierre has experienced an uplift in sales around Halloween for the last three years. The message is clear that retailers shouldn’t forget about bakery to drive sales during the Halloween and bonfire season – particularly as family favourites and easily-served winter warmers such as hot dogs and burgers are perfect menu items for entertaining.”
The cost of living crisis has given the Halloween/Bonfire Night occasion a major boost, with shoppers deciding to stay at home and have their own parties, to save on the costs of dining out after trick-or-treating outings and public firework events.
That doesn’t mean, however, that shoppers will settle for less by way of quality. Brands like St Pierre that offer an upgrade to their standard burger bun or hot dog have proved consistently popular. Shoppers have learnt how to treat themselves well at home during the pandemic and since then in the cost-of-living crisis. So, even if they’re feeling the pinch when these events come around again this year, they won’t compromise on quality – if anything, it’s made shoppers more discerning. That’s why it’s key for retailers to offer good, better and best ranges – in bakery and elsewhere – to drive sales in a key period.
“Retailers should start building their Halloween/Bonfire Night displays of non-perishable items at least six weeks before October 31st and get seasonal stocks in early and keep displays topped up and in place,” adds Wells. “Reportedly, two thirds of retailers (60 per cent) (KAM Media, 2022) give themselves less than a month to prepare their stores for Halloween, but preparation always pays, and with nearly one in five shoppers having already started planning their own Halloween events six weeks before October 31st, it’s worth retailers being “Halloween ready” by then too. St Pierre Seeded Brioche Burger Buns, Brioche Buns, and Brioche Hot Dog Rolls sell well all year round, but in busy periods like Halloween and Bonfire Night, retailers should make sure they give these top sellers more space and keep bakery sections and freestanding displays fully stocked.”
“Retailers should make sure their overall range of products over the Halloween and Bonfire Night season is a mixture of themed and un-themed products, as not everyone will be buying into these events, and there are many products that are big sellers for celebrations around these events, but don’t come in seasonal packaging,” suggests Wells.
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