instore - January/February 2013 - (Page 36)
halloween
gear
gear up for halloween
fo hall wee
by John Unrein
H
alloween presents an enormous opportunity to attract new
shoppers, particularly to the instore bakery, at a time when
all ages of consumers are thinking about sweet treats and
parties. Oct. 31 falls on a Thursday in 2013, so this means there will be
school classroom parties for children and grown-up parties for adults to
consider. Weekly cupcake sales typically jump up to 50% at the instore
bakery during the week of Halloween, and cookie sales tend to increase
5-10%. Still, there are plenty of ways to achieve even greater sales bumps.
The trick is to view your entire store as a merchandising arena in which
to capture sales from those shoppers who ordinarily don’t visit the
instore bakery and deli (remember that less than 20% of total store shoppers visit the instore bakery). Secondary displays and end caps need to
be strategically positioned throughout the store to drive higher impulse
sales. Further, eye-catching signage can prove a vital ally to attract
shoppers from other departments to the instore bakery and deli. Use the
perimeter of the bakery/deli wisely, by placing unique Halloween treats
in convenient packaging toward the front of perishables departments.
Americans spend $7 billion on Halloween, and the average person
spends $72.32 on decorations, costumes, candy and sweet treats. There
are 41 million trick-or-treaters on Halloween in the US.
And don’t forget that Halloween does not represent a scary holiday
to all. Originally, the celebrations of Halloween honored the ghosts
of passed loved ones. Dia de los Muertos (Nov. 2) falls on the Catholic
holy day of All Souls Day. In Mexico, elaborate altars with pictures of
deceased loved ones are decorated with flowers, food and candy.
Wicked Promotions
Reality television has elevated cake decorating to new heights. So why
not bring a cake decorating competition into your store? Host a preHalloween cake decorating contest by inviting customers to register for a
chance to earn a spot on a team with one of your cake decorators. Select
as many as three customers, each to pair up with a cake decorator from
your store.
Host a live competition that features three teams that carve and decorate
a cake shaped like a pumpkin. Teams can sculpt their own pumpkin
cakes by hand or decorate two Bundt cakes stacked on each other to
create a pumpkin shape. Make sure to invite the media to cover your
special event.
Halloween haunted houses offer a spooktacular twist on traditional
gingerbread houses, and it’s easy to get extra creative by incorporating
Halloween candy into your designs. Research your own patterns,
templates and ideas galore to inspire your spooky creation.
Decorate the gingerbread haunted house by using icing to adhere
black and orange jelly beans, gummy worms and spiders, candy corn
and black licorice to the house. Create a spooky pumpkin patch with
pumpkin-shaped candy and green-tinted coconut.
36 JA
36 • JAN + FEB 2013 • instore
FE 01
013 instor
Try creating
Zombie cake pops
with red velvet cake
inside. Learn more at
thecakegirls.com/
zombie-cake-pops.html
Table of Contents for the Digital Edition of instore - January/February 2013
inStorebuyer - January/February 2013
Editor's Note - Gear Up for Fall
Calendar
Table of Contents
News - On Our Radar
Consumer Insights - Trending - Breads & Rolls
Trendspotting: Take-and-Bake Breads & Rolls
Trending - Deli Salads
Trendspotting: Whole Grain Deli Salads
Consider Gluten Free
Gear Up for Tailgating
Think Like a Tailgater
Wrap It Up
Tailgating at Home
Sweet Victory
Gear Up for Halloween
Merchandising Tricks
Get Creative with Raisins
Healthy Options for Kids
Hispanic Celebrations
Quinceaneras
Gear Up for Fall Catering
Planning Tools
Distinctive Ingredients
Innovative Products
Key Trends in 2013
Local & Natural
Adding Theater
Pasta Power
Specialty Cheeses
Cheese Pairings 101
Kosher Catering
Product Trends - First to Market
Bizarre Holiday
Product Showcase/Ad Index
instore - January/February 2013
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