LESSON 11: SEASONAL/PROMOTIONAL PLANNING

In-Store Bakery (more so than other categories) has a very distinct seasonal rotation. This can be a challenge, but also an opportunity to gain incremental sales. Typically, an 11% increase in sales can be expected in the In-Store Bakery during the “Big 3” holidays, Halloween, Thanksgiving, and Christmas.

Most ISB categories offer seasonal varieties. To make the most impact, offering a selection in each category is recommended. For example:

• Breakfast – seasonal flavored muffins such as pumpkin, apple spice, eggnog
• Bread – seasonal breads such as cranberry walnut, stuffing, Irish Soda bread
• Desserts – cakes, cookies, cupcakes such as pumpkin spice or chocolate peppermint. Or shaped cookies such as ghosts, bells, trees, flowers

Offering a variety of products and merchandising the selections prominently in the ISB can provide visual interest and grow sales. This can encourage repeat visits by customers looking for new and exciting products.

Other promotional opportunities, beyond seasonal events, are available too. For example:

• Seasons: Spring, Summer, Fall, Winter
• Occasions: Mother’s Day, Father’s Day, Back to School, Mardi Gras,
• Sporting events: New Year’s Day games, World Series, World Cup, Super Bowl
• Holidays: Christmas, Easter, Passover, Fourth of July
• Store Events: Anniversary, grand opening

However, some of the most interesting theme promotions are those that are unexpected and “out of the box.” Here are examples of some unusual but engaging promotions:

“Black and White Sale”

For this, the bakery created a special occasion on an average Tuesday. The staff decorated the bakery completely in black and white: black & white balloons, streamers, tablecloths, and silk flowers and featured black and white products such as angel food cakes, chocolate and white donuts, chocolate cakes, coconut cakes, snowball cookies, and coconut and chocolate macaroons. The party atmosphere lingered on long after the event was over.

“Putting on the Ritz”

In this promotion, In-Store Bakery and Deli worked together to create a ritzy party for customers, complete with an ice carving, candelabras, party decorations, and live music. Party trays, finger foods, meat-carving stations, and gorgeous salads promoted their catering capabilities. In-Store Bakery produced party desserts like cookies, macarons, brownies, and a custom cake. Sales increased in all departments including catering. What a way to advertise!

There are an unlimited number of occasions that can be used to create special themed promotions. Let your imagination go wild.