With gentle nudging, you can help ensure stockings (and your bottom line) overflow with sweetness this holiday season! Stockings stuffers are the ultimate impulse purchase, representing the opportunity to add a few extra dollars to in-store and online purchases. In this week’s post, we’re exploring two key components that make for great stocking stuffers and how to increase sales with effective marketing and merchandising.

Price
In a report by  Field Agent, 51% of survey respondents spent between $10-25 per stocking, while 24% spend between $26-50 each. This emphasizes the importance of identifying more inexpensive gifts. We recommend identifying gift ideas in 3 pricing tiers to appeal to different budgets, ranging from low, middle range to high. Select a range that best fits your prices, but an example would be $5 and under, $6-$10 and $10 and up.

While stocking stuffers are typically small and inexpensive, don’t shy away from items with a higher price point. As the saying goes “the best things come in small packages.” Consumers may be more willing to spend more for gifts that will create more of an impact. While you don’t want all your stocking stuffer options to be pushing the price threshold, identifying a few items that are small, but mighty can create a real impact for both the gift giver and recipient.

 

 

Packaging
While sticking to a general price range is important when identifying stocking stuffers, the packaging ( or size) of a product is pretty much non-negotiable. Standard-size Christmas stockings range in length from 18 to 28 inches. With that said, by getting creative with your packaging you could encourage customers to spend more. For example, you could sell a single individually wrapped item ($) or you could sell multiple items packaged in a long, slender box (like pictured above) or small bag ($$$). Take notes from major candy brands like M&Ms that sell candy cane-shaped tubes for Christmas or Lindt's small bag of truffles.

 

 

Merchandising
While scavenger hunts are fun and all, impulse purchases happen when shoppers aren’t actually shopping for that product. Creating a well-marked display of stocking stuffers near the front of the store or near check out will make it easier for shoppers to find these products and increase the likelihood of them making a purchase. As for online merchandising, consider creating a themed web-page with a grouping of stocking stuffers, as well as social media posts to promote gift ideas. You may have all the best stocking stuffers, but if you don’t help these items stand out through marketing and merchandising efforts you will sadly miss many sales opportunities during the holidays.

Even if shoppers didn’t come to your store or website looking for stocking stuffers, showcasing your stocking stuffers will increase the sale of these products. Additional communication on social media, emails and on your website will also increase sales. Stay tuned for next week's post when we share quick and easy ideas for stocking stuffers.

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This week’s post is a must read for candy retailers looking for a merchandising refresh as holiday shopping and festivities begin to pick up speed. Past RCI President Adele Malley and founder of Malley’s School of Merchandising shares expert merchandising quick tips designed to sell more product and maximize your retail space.

 

1. Go up, use the air. Make each column of boxes higher than ever before, however, do not display every collection in columns—it is boring.
2. Break up displays by arranging the boxes differently. Plan for low stacks; vertical boxes sloping next to each other; boxes leaning against the high stacks of the same kind and size; put a strong twist on boxes.
3. Place gift bags in a stand or container to give them more stability.
4. Arrange boxes, around or off-center, from a sample box or picture.
5. Present a jumble of smaller, same content boxes in a massive bowl with low sides. The bowl will add depth, dimensions, and the juxtaposition of round versus boxes adds fun and eye interest.
6. Intermix different size boxes, for example, half-pound boxes with one-pound boxes, to prevent needing a dedicated space for each.
7. If displayed items have the dual purpose of showing and selling, make a run of the look by using two or three boxes as backing for the two or three leaning small boxes placed in front. The expanse will tempt the eye; it will be attractive and very sellable. In front of those boxes, if room, slope boxes on each other for easy selecting.
8. Breakup expanses of horizontal views to interest the eye and increase storage and display space. Go up!
9. Use shelving to get additional vertical height. One deep shelf will help and can be effective in a short section.
10. Create bump-outs to help relieve the eye and create drama. Create a simple, custom display table by cutting a wooden board into a quarter of a half-circle and attach table legs.
11. Use cake stands to create elevation in displays. Display a box sample sitting on one or two actual wrapped boxes. The tabletop below surrounds with boxes.

 

If you are used to nice and neat stacks of product and clean rows, these tips may seem counterintuitive to you. Adele explained during a Candy Clinic presentation on merchandising that sometimes techniques that look too neat and orderly can actually deter interested buyers, because they don’t want to disrupt the display. Adele recommends giving boxes a “strong twist” makes them easier to pick up and more inviting to shoppers.

We love that most of these quick tips could be easily incorporated into your retail display today. You could start by incorporating one tip at a time and easily have a totally refreshed retail space in no time at all! Consider devoting some time to watching customers shop your refreshed displays. Involve your staff, by asking their opinions of the changes and to make note of customer behaviors to observe their effectiveness. We’d love to hear what tips you’ve incorporated into your retail space and how well they’ve worked for you on Facebook, by sharing and tagging us @retailconfectioners.

Crave more?Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

 

People were drinking chocolate as early as 500 BC. Granted the chocolate in their cups was far different from the hot chocolate we are familiar with now. Today’s version is much sweeter and typically includes milk. Since the introduction of hot cocoa bombs, the popularity of this classic hot beverage has, well, exploded! Pun intended.

We’re not telling you to jump on the hot cocoa bomb band wagon (although that has proven to be a successful product for many candy makers), but if you aren't currently offering hot cocoa mix to consumers, you could be missing out on a sweet sales opportunity. This week, we’re sharing tips for creating your own brand of gourmet hot cocoa mix (including packaging ideas) and a few creative flavors which could be applied to your packaged hot cocoa mix or inside hot cocoa bombs.

Creating Your Own Hot Cocoa Mix
To start, consider crafting a hot cocoa blend that mirrors or complements the flavor notes of the chocolate used in your signature chocolate products. Naturally, your customers will expect a  familiar chocolate flavor experience they likely have become accustom to with your chocolate confections. Contact your chocolate supplier to source a cocoa powder that is similar to your chocolate and ask for recommendations. Some chocolate suppliers have their own variety of sweetened cocoa powder for hot chocolate, but if not, you will have to add sugar (keep reading for more details). Don’t fret if you aren’t able to match it exactly, you might consider adding chocolate shavings to your mix to achieve a closer flavor profile.  If you do add chocolate shavings, make sure to note this on your packaging and in your product description as it will be seen as added value by consumers.

To make your own gourmet hot cocoa mix, all you need is the unsweetened cocoa powder of your choice, a lot of sugar and a little salt. Experiment to find your perfect blend, but we recommend starting with 1 cup of granulated sugar to every ½ to ¾ cup unsweetened cocoa powder, plus ½ teaspoon of salt.

Some recipes call for the addition of powdered milk; however, consider how this may exclude those with dairy allergies and sensitivities. If you do leave out milk powder, direct customers to only use your hot cocoa mix with milk or their favorite dairy alternative (not water) or they will not achieve the desired results (water + chocolate = never a good mix). This will also ensure their cup of hot cocoa from you, tastes at least 10 times better than most hot cocoa mixes on the market.

 

 

Packaging Hot Cocoa Mix
Anyone familiar with hot cocoa mix from the grocery store is used to the individual portions in an aluminum foil packet. Premium or creative packaging can help sell your gourmet product for you. No matter how you package it, do so it a way that communicates the quality of your product.

Resealable Bags
Resealable bags with a label allow hot cocoa lovers to make as much or as little hot cocoa as they’d like and seal it for freshness.

Tins
Tins are a classic vessel for packaging hot cocoa and certainly convey a high-end look and feel.

Glass Jars
Glass jars play communicate a sense of craftsmanship with the added benefit of allowing the consumer to see the contents. This is an especially great option for mixes with inclusions like chocolate shavings or chunks, marshmallows and etc.

Creative Containers
Let your creativity lead the way with all the fun packaging options out there! We like how RCI Member Kakao Chocolate of Maplewood, MO uses Chinese food takeout containers to package their hot cocoa mix. Each box is tied with a colored ribbon designating the variety of hot cocoa mix enclosed. See pictured above.

Hot Cocoa Flavor Ideas
It’s hard to beat the original, but if you’re looking to pump up the flavor in your packaged hot cocoa mix or inside your hot cocoa bombs, here’s some ideas.

Double Chocolate Hot Cocoa
Simply add chocolate shavings or chocolate chips to transform your original hot cocoa to double chocolate.

Peppermint Hot Cocoa
Take this classic flavor to the next level by adding crushed peppermints and pairing it with a couple mint meltaways or patties either in the package or packaged separately.

Peanut Butter Cup Hot Cocoa
Appeal to peanut butter lovers by adding peanut butter chips or shavings of peanut butter confectioners coating to your hot cocoa mix for a crunchy, melty surprise.

Chai Spice Hot Cocoa
Sipping a cup of hot cocoa mixed with chai spices is as cozy as wrapping yourself in a warm and fuzzy blanket.  Check out this recipe.

 

 

Marshmallow Hot Cocoa
If you make your own marshmallow, this is a great opportunity to add value to your product. We like how RCI Member Graham’s Fine Chocolates gives online shoppers the option to buy their hot cocoa tin and homemade marshmallows together or separately—so if you want to add an extra bag of homemade marshmallows you can.

Creating your own gourmet hot cocoa mix is a great add because it’s super easy to make and ship (it doesn’t melt—hey-oh!), it makes for a great gift and, well, it’s hot cocoa! Cheers to hot cocoa season! Tag us on Facebook @retailconfectioners and share a photo of your gourmet hot cocoa!

Crave more?C lick here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices.  Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business .

 

For the final post of this series, we examine “The Gift Givers,” the third and final group of Halloween shoppers who may be left in the lurch with the anticipated shortage of Halloween candy. Even if Halloween isn’t normally a big holiday for your business, consider how to capture sales by seizing the opportunity to meeting the unique needs of Halloween shoppers. Missed the first two posts? Click the following links to read about Shopper #1: “The Trick-or-Treat Treater” and Shopper #2: “The Party Shopper.”

 

 

The Gift Giver

Like many retail confectioners, this shopper is likely very familiar to you. If you cater to the Gift Giver for other holidays, you already know ways to appeal to this shopper. Just like you would for Christmas and Easter, for example, consider your customers’ needs for ready-to-gift options that play to this specific holiday. This may include pre-wrapped gift boxes, Halloween-themed containers or even the addition of a clever gift tag or Halloween card. 

Capitalize on local as your competitive advantage. Shoppers may be able to order unique Halloween gifts from anywhere online with the click of a button. By shopping local, gift givers (even last-minute ones) can get thoughtful gifts immediately from your local retail shop. They don’t have to worry about shipping delays or fees if they buy Halloween gifts from your store.

How to Reach TheGift Giver

Even the spookiest or frightfully cute Halloween gifts won’t go anywhere if consumers don’t know about them. With recent news from Hershey’s announcing they will not be able to fully meet consumer demand for Halloween candy already capturing media attention, consider appealing to your local media as the sweet fix for Halloween gifts in your community.

Submitting a press release to your local media is a great way to create awareness of both your products and your brand, as well as how your business can serve their audience. Lucky for you, your business likely checks a lot of the boxes that media professionals look for in a news-worthy story.

Leverage the visual appeal of your products (more specifically for television media) by making photos and videos of your Halloween offerings easily accessible. If emailing a press release, include a direct link to Halloween-related product photos on your website or a social media post instead of including photo attachments. Large attachments could bog down the recipient’s email inbox or could be avoided altogether if you are not already a trusted source.

People like “home grown” news more than news from far-reachin communities or regions. Make sure to communicate if your products are made locally by artisans/candy makers/chocolatiers in your community. A well-written press release can offer more return than even some paid advertisements. For tips on writing newsworthy press releases, click the following link to view RCI’s blog post: 5 Mistakes You Could Be Making When Writing a Press Release.

When opportunity knocks this Halloween, whether in the form of “Trick or Treat Treaters,” “Party Shoppers” or “Gift Givers,” we hope this series helps your business capture new sales and establish new relationships with consumers that continue to benefit your business long after the holiday.

Here’s wishing you a spooky sweet Halloween!

Crave more?Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

 

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!

 

Crave more?Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.