Russ Goldman, buying director at family-run wholesaler Rayburn, discusses spring cleaning trends: “With the new year well underway, now is the time when shoppers traditionally turn their attention to a good, old-fashioned spring clean. While household cleaning products are a necessity throughout the year, retailers tend to see a spike during the first quarter as consumers become eager to get their homes ship-shape for the year ahead.
“Of course, with this increased demand comes increased competition, so retailers – both independents and supermarket chains – should consider how they can maximise sales and give customers exactly what they want.
“Cleaning fads may come and go, but items such as surface sprays and floor cleaners continue to maintain popularity, with consumers favouring fragranced varieties in recent years. We’re seeing a clear uplift in sales of wild orchid and lemon scents, with some retailers opting to buy in a range of fragrances from one brand in order to give their customers as much choice as possible.
“Retailers should capitalise on this trend by bundling similar lines together to create a spring cleaning ‘pack’ for shoppers. For instance, end bays could feature special offers on floor cleaners, bleach, surface wipes, trigger sprays and air fresheners in complementary scents when purchased together.
“Larger supermarkets should also utilise high footfall areas as much as possible at this time year – for instance, capture shoppers’ attention as soon as they arrive in store by showcasing a snapshot of the cleaning range. Not only will this trigger a ‘need’ mentality in the customer, but it will also encourage them to head for the designated aisle of cleaning products.”
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