Making the most of the late Easter

Being able to display Easter items for three extra weeks should have a very beneficial impact on confectionery sales and I hope you are all making the most of it. It is the longest selling period in more than 20 years – get it right and you can maximise sales but get it wrong and the impression on customers can be that your display hasn’t changed for months.
A choice often has to be made as to the nature of the displays. Rows of traditional eggs are likely to be minimised in favour of premium, impulse and novelty displays though the breakdown will differ between supermarkets and independents. The stocking of unusual items that are less promotion-driven can make a significant sales difference for independents in particular. Novelties include Nestlé’s chicken and egg combination, Kraft’s Milka solid tablet bunny and Kinder surprise bunny with the traditional toy inside as well as Haribo’s non-chocolate Easter items. It’s time to think outside the egg.