The nation is holding its breath for a good summer in 2009. After two miserable summers, we need something to cheer us up in the dark days of recession.
Not only does the summer weather generally put people in a better mood, it also means they spend more money.
In our sector we pray for good weather at weekends, which generally means an increase in sales of 25% compared to a rainy weekend. This increase is even more noticeable in terms of soft drinks sales, which can more than double with only a few days of warmer weather. As a wholesaler we keep an eye on the medium range weather forecast to buy in extra pallets of drinks should the following week be a good one.
The BBQ season is a great opportunity for increasing consumers’ basket spends. This year with more people eating at home and doing more of their own cooking, even with a little good weather, we should all do very well. Make it easier for consumers to spend money by cross-merchandising. Ensure there are meat accompaniments near the meat counter as an impulse sale e.g. rubs, marinades, barbecue sauces etc.
There are some great new products available from “Trees Can’t Dance”, which are a sealed pouch bag containing marinades. You simply cut open the pouch and pop your meat or fish within the bag in the morning, re-seal it and leave in the fridge, come home from work and slap the marinated meat or fish on the BBQ in the evening.
Another advantage of barbecues for the retailer is that the longer cooking time means that there is more opportunity for people to eat snacks and drink before the food is served. Push this by the way you display your crisps, nuts and other snacks. Ensure you have a decent stack of beers and wines. (If you haven’t got an alcohol license, get one – it is easier than you think, particularly if you are pushing local products.)
It is well worth doing some kind of cross-promotion across the categories to encourage the shoppers to think bigger. They may have just come to your farm shop or butchery for meat but go out with a lot more. Ask your meat or dry goods wholesaler for help with a promotion – the good ones will be more than happy to help as they know it will result in increased sales for them.
National BBQ week is 25-31st May. If you don’t start all this before, make sure you do by the end of MAY. By the way, it is also worth getting in a few pallets of charcoal if you have the room.
Visit the Cotswold Fayre blog to read the original article.
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