instore - October 2016 - 46

merchandising

H OW T O
C A P I TA L IZ
Z E??

New Year's Eve is only really on our minds after Christmas has come
and gone. Once the rush has somewhat quieted, consumers begin
earnestly mapping out plans for the last night of the calendar year.
Unlike Christmas parties and get-togethers, which are typically
sprinkled throughout the entire month of December, New Year's Eve
parties are locked into Dec. 31. Purchases from deli and prepared foods
departments aren't likely to come around until the last couple days of
the month.
Throw in the fact that most retailers have less than a week to focus on
their New Year's Eve merchandising, and it can be a difficult holiday to
work with.
Now the good news: according to Harris Interactive, 93 percent of
Americans older than 18 plan to spend New Year's Eve either at home
(72 percent) or at someone else's home (21 percent). Consumers are
likely to stay in to celebrate, giving retail foodservice a prime opportunity to present itself as the perfect entertaining partner for end-of-year
parties. Also, according to the
National Retail Federation, the
average holiday expenditure
on food in the US has increased
every year since 2011, including a
hefty jump from $104.34 in 2014
to $107.80 last year, putting the
2016 holiday season in line to see
higher sales.
Another factor in New Year's Eve
foodservice spending - for this
year at least - is football. The
College Football Playoff, in its
second year, will host its national
semifinals - the Peach Bowl and
Fiesta Bowl - on the final day
of 2016. While the games likely
won't run into prime NYE celebration times later at night, they do
offer merchandising opportunities for standard gameday food
and tailgaiting options. Take
advantage now, however, because
the national semifinal games
don't return to New Year's Eve
until 2021.
46 * OCTOBER 2016 * instore

Stress convenience. Consumers hosting NYE
parties, and their guests, routinely look for small, hand-held foods and
hors d'oeuvres. With the party peaking at midnight, gatherings may
not kickoff until after dinner, negating the need for a full meal.

ALEX9500 - FOTOLIA / ADOBE STOCK

When it comes to fourth-quarter holidays, the lion's share of consumer
attention goes to Halloween, Thanksgiving and Christmas. Thus, it only
makes sense that the three major celebrations receive the most focus
when it comes to merchandising.

ALEXANDRA - FOTOLIA / ADOBE STOCK

New Year's Eve

Class it up.

NYE parties are more likely than other holiday
events to carry a bit more style. Offer foods that reflect that. Instead
of popcorn shrimp, think bacon-wrapped pineapple shrimp. Replace
common small sandwiches with lamb meatball sliders. Ditch the plain
olives and offer a Spanish platter of fried olives, Manchego cheese
and Serrano ham.

Build your menu around booze.
Consumers are likely to imbibe more on New Year's Eve than most
other holiday events. Make pairing suggestions to go with your food
offerings. General rules work, like Pinot Noirs with earthy flavors such
as mushrooms and truffles or Chardonnays with fatty fishes and rich
sauces. Also stress pairings for the NYE staple champagne. Handhelds like creamy sausage-stuffed mushrooms, crab beignets and
crusted goat cheese medallions all go well with a glass of bubbly.

As always, consolidate. It's not necessarily
a brand-new strategy, but having everything a consumer might need
to host a successful New Year's Eve party in one place can boost
sales, especially with a holiday occassion that many find themselves
relatively unprepared for. Build a fresh and fancy offering with
specialty cheese and an appetizer from the deli, perhaps a hearty
selection from the prepared department, along with a dessert from
your bakery. Cap it off with the complementary bottle of wine or craft
beer for pairing.

IGOR KLIMOV - FOTOLIA / ADOBE STOCK

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Table of Contents for the Digital Edition of instore - October 2016