Wholesaler Booker is helping independent retailers prepare for the most important trading season of the year, with a comprehensive Christmas programme featuring “exclusive products, seasonal promotions, category-leading brands and expert advice designed to maximise festive sales opportunities,” it said today.
The programme, which is to run from the start of November, supports retailers in reaching consumers across every stage of the Christmas shopping journey - from last minute buys and self-treat missions through to sharing, entertaining and top-up purchases.
The seasonal support covers a range of products, responding to changing shopper needs throughout the season, with a combination of NPD, Booker Group exclusives, value-led promotions and category insight.
Seasonal lines
Among the highlights in confectionery include new seasonal products such as KitKat Orange Santa and the Cadbury Dairy Milk Biscoff Bauble, alongside promotions across wine, beer and cider to help meet increased demand for entertaining over the festive period.
Nicola Cranwell, category manager for confectionery, said: “Christmas is the biggest seasonal trading opportunity of the year, with a much longer selling period than Halloween and multiple shopper missions throughout the season.
“Demand begins building from late September as shoppers start purchasing festive treats, before shifting towards sharing and entertaining occasions as the season progresses. In the run-up to Christmas, gifting and stocking fillers become increasingly important as shoppers complete their last minute festive preparations.”
Key period
Colm Johnson, retail managing director at Booker, added: “Christmas is a crucial trading period for independent retailers, and convenience stores are perfectly placed to capture sales from early gifting through to entertaining and last-minute top-up shopping.
“With exclusive products, festive innovation and great-value promotions, we’re helping retailers drive footfall, grow basket spend and make the most of every Christmas shopping mission.”
Booker’s Christmas promotional programme and festive range will be available to Booker symbol group retailers and independent customers throughout the Christmas trading period.
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