Seasonal sales sweeten category

Snickers' peanut butter bunny

Seasonal candy powers the category. Last year, chocolate and nonchocolate seasonal sales were strong for Valentine’s Day and Easter. Data from the National Confectioners Association showed that slight markdowns taken one week before the holiday can generate a significant spike in sales and leave retailers with less product to move at higher markdowns after the holiday.

Since licensed merchandise is a big part of the profitable seasonal category, retailers need a mix that appeals to both genders.



The article above is part of the DSN Category Review Series. For the complete Candy Sell-Through Report, including extensive charts, data and more analysis, click here.

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