With Halloween around the corner, now is a good time to consider ways to capture new customers.
Although this particular holiday is largely dominated by candy mega-brands, consumers’ seemingly insatiable craving for candy will cause unmet demand this Halloween. In recent news, Hershey’s announced they will not be able to fully meet consumer demand due to capacity constraints. For retail confectioners, this may present an opportunity to take on a bigger slice of the proverbial pie…pumpkin pie, that is!
Even if Halloween isn’t normally a big holiday for your business, consider how your business can serve consumers in ways competitors can’t. This season, that may be as simple as having candy in stock. But before you crank production into overtime, identify what products will appeal to Halloween shoppers and how you can get those items in front of interested buyers.
For
the coming weeks, we’re identifying three Halloween shoppers who may be left in
the lurch with the impending candy shortage and how your business can capture
sales by seizing the opportunity to meeting their unique needs.
Halloween Shopper #1: The Trick-or-Treat Treater
Candy for trick-or-treaters represents a HUGE opportunity. Identify the products you sell that are individually wrapped and/or bite-sized and can be purchased in bulk.
This may seem like a no-brainer, but don’t think all Halloween candy must be confined to bite-sizes. There are always the houses known throughout their neighborhoods for handing out full-sized candy bars…if you do one thing this Halloween, think of ways to appeal to and reach those shoppers!
If you do not make products that apply to this niche, think of wholesalers who do. Click here to view RCI’s online Buyer’s Guide for a list of reliable wholesale supplier members (RCI members: Don’t forget to login to access direct contact information).
How to Reach Trick-or-Treat Treaters
Reaching out to existing customers who may not think of your store as a destination for Halloween candy is a great place to start! Capture party planners early and last-minute shoppers in October by sending out themed email blasts to your customer list letting them know of your Halloween selections.
If you don’t have a customer email list (start collecting emails now, so you have one for Christmas), consider reaching existing customers with in-store signage, themed retail displays and social media posts. To reach new potential customers, consider placing ads through social media or partner with a local grocery retailer who may be looking to fill a need for Halloween candy.
Keep in mind, most trick-or-treat shoppers have very specific needs that need to be met—products that are individually wrapped, for individual consumption, available in bulk and all for competitive prices. By no means are we suggesting you lower your prices or work around the clock to crank out individually wrapped treats. If it doesn’t make good business sense to serve these consumers—move on! Your products may be a better fit for the next Halloween shopper…
Next
week: We will introduce Halloween Shopper #2, The Party Shopper. Stay tuned for
tips and inspiration for how to target this Halloween shopper!
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