Follow our next campaign to get all the answers…
Let us take you back to December. Christmas is just a few weeks away and shops are bustling as shoppers pick up last-minute gifts. However, amongst the usual Christmas essentials, stocked up on shelves, sit rows and rows of Easter eggs. This year, Easter falls in mid-April meaning these confectionery products have been available to purchase 4 months before the event. For most consumers, this sight is incomprehensible – after all who is thinking about buying Easter eggs 4 months in advance?! And it’s not just Easter, we’ve noticed Valentine’s Day promotions appearing pre-Christmas too.
So, why is seasonal execution starting so early? What has shifted to entice brands to push stock out in stores as much as 4 months before seasonal events? These are the questions we are asking in our next campaign. We want to get to the bottom of seasonal execution, exploring the factors around securing space, increasing stock availability or simply getting in first to boost sales over competitors.
Who is really calling the shots? Are these decisions to roll out promotional products early a result of retailer pressure or is it part of brand strategy? We’ve asked our experts, including Key Account Controllers responsible for some of our biggest field teams across our agencies in Grocery and Convenience to give us their insights.
If this pattern is to continue in 2025, then brands need to prepare their seasonal execution even earlier to ensure they are not missing out. Prepping extra field teams and ramping up seasonal tactical activity is no new feat. However, it could now become essential for major selling periods such as Summer, back-to-school, Halloween and Christmas.
In addition to sharing insights, we’ll also share advice on how brands can get themselves seasonal selling ready – taking into account the new shifts in behaviour. As the saying goes, ‘if you’re not fast, you’re last’ – but should brands be worried? Stay tuned to find out more…
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