August 19, 2024
Early insights reveal that while consumers are sticking to Halloween traditions, their spending habits are evolving. With shoppers increasingly focused on savings, enhancing the retail experience to capture their attention and drive sales is crucial. By creating engaging shopping environments, offering enticing promotions and providing value, retailers can boost impulse purchases and foster stronger engagement during this crucial period.
Leveraging Shopper Insights
We’re collaborating with retailers to elevate the shopping experience for a successful Halloween season. While seasonal shopping is often planned, the selection and purchase of items are usually impulsive.
Our customer insights team helps retailers inspire these unplanned in-store and online purchases.
A seasonal destination inspires shoppers to purchase early. Those who start shopping early in the season will make more trips and spend a greater amount than those who first purchase during mid or late season.
Inspiring Unplanned Purchases
Creative ideas and displays often drive purchasing decisions. We found that:
- 88% of consumers* agree that seasonal displays make shopping more enjoyable, leading to unplanned purchases.
- 87% of shoppers* say seasonal displays and aisles help remind them to purchase candy.
Examples of Hershey displays that captivate shoppers
and encourage spontaneous buying.
Key Strategies for Retailers:
- Catch Their Eye: Use creative, appealing displays to stop shoppers in their tracks.
- Lead With Convenience: Centralized, front-of-store displays boost ease of shopping and ensure visibility. Bring seasonal items, both edible and non-edible, to the same area to enhance the shopping experience.
- Offer Variety: Provide diverse price points and pack sizes to empower shoppers. Like other seasons, consumers appreciate the ability to accurately compare sizes, such as candy relative to an Easter basket or Christmas stocking.
Enhancing the Online Experience
Retailer websites and mobile apps play an essential role in seasonal shopping. Customers often browse online to check item availability and deals before visiting physical stores.
- Create a digital landing page that serves as a seasonal shopping destination. This will encourage unplanned purchases and improve the overall shopping experience.
Partnering for Success
Of course, having the right mix of delicious candy helps to draw in customers too. Check out our newest offerings for Halloween 2024, including Kit Kat® Ghost Toast and Reese’s Werewolf Tracks.
To learn more about how we work with retailers to create engaging shopping experiences, contact your Hershey Customer Sales Executive or Hershey Category Management representative.
*NCA, Nov 2023