Summer sporting events present a valuable opportunity for retailers to boost sales, as more fans will be watching the games from home this year due to cost-cutting amid recessionary conditions. With 62% of viewers having snacks in the evenings as an affordable treat, retailers are advised to stock a strong core range of crisps, snacks, and nuts, along with themed promotions and fixtures to attract shoppers. The sharing segment, valued at £1.5bn and growing strongly at 7.3%, is a key focus for summer sport occasions, where friends and family gather to enjoy the matches.
In addition to the Premier League and FA Cup, the Champions League final in June and the women’s FIFA World Cup hosted in New Zealand later this summer will also be popular events watched by fans at home. Retailers should ensure they are well-stocked with sharing packs of sparkling soft drinks and popular favorites, as well as wines catering to all budgets and palate preferences, including premium options and RTD cocktails and canned wines.
Simple and versatile cocktail serves such as the BuzzBallz Cocktails range are ideal for gatherings in the home or garden, where consumers are looking for fun new products to share. Retailers can drive higher basket spend through bundled deals, such as four BuzzBallz Cocktails with two sharing bags of tortilla chips.
Themed fixtures, cross-category purchases, interruption, and secondary displays are among the promotional tools that retailers can use to drive impulse purchases and increase footfall during this bumper sporting summer. To reduce wastage and ensure product availability, Baker Street offers an extended life on its full range of products, including sliced loaves and burger buns.