Convenience stores are central to near 60 per cent of consumers’ Christmas shopping plans this year, with over a quarter (28 per cent) ready to begin their seasonal shopping visits at the start of December. With a further 42 per cent of shoppers planning to do top-up shops at their nearest C-store in the final days before Christmas, this is set to be welcome news for the convenience sector.
The latest research commissioned by Ferrero, compiled by KAM, uncovers vital consumer spending, behavioural trends and habits in confectionery, along with a wider retailers’ view of top-performing festive categories across the UK.
The research asked consumers about their spending habits this Christmas:
- 90 per cent of shoppers will stick to chocolate brands they know and love as a part of their Christmas traditions
- 56 per cent plan to spend the same or more than they usually do on gifts
- 55 per cent intend to spend more or the same on home entertaining
- 52 per cent said they will spend more and opt for more premium chocolate over the festive period
- 35 per cent said they plan to celebrate at home to save money
- Alcohol is bought alongside chocolate on 68 per cent 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.
In terms of ranges to stock, 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.
“Key manufacturers, brands and retailers alike understand and tap into these spending habits and trends to maximise opportunities throughout the festive period. With many planning to use their local convenience stores in the run up to Christmas, there is a real opportunity for retailers over the coming weeks, and stocking the right products in the right place will be key to driving sales," said a KAM spokesperson.
“Trusted brands which recognise the value of leveraging their year-round position to launch seasonal SKUs to drive premium growth into the category will be those that succeed this Christmas.”
According to the research, a third of retailers plan to run more in-store promotions around chocolate this year with 59 per cent of retailers saying they sell more boxed chocolate confectionery during the Christmas period. Over a third (35 per cent) also see an uplift in self-treat chocolate confectionery. This shows consumers are not only spending on loved ones, but also themselves, and retailers should stock individual treat items close to gifting options to capitalise on this festive trend.
Alcohol is bought alongside chocolate confectionery on 68 per cent of occasions, while snacking products such as crisps and nuts came in at second (47 per cent) and cards third (45 per cent), suggesting retailers should dual site products to boost revenues.
This Christmas, Ferrero will be launching new SKUs, including:
- Best of Thorntons advent calendar 265g: £14
- Thorntons Pearls Mixed Selection 283g: £7
Brian McLister
