50% of Canadians start celebrations before December, opening prime sales window for c-stores
The holiday season is creeping onto the calendar faster than ever, and c-store operators can capture early traffic in the cold vault.
PepsiCo Canada's Bubly brand has launched its latest seasonal campaign, bringing together Canadian pop icon Michael Bublé and The Elf on the Shelf Santaverse. The promotion centers on a playful debate asking consumers what officially kicks off the season: the festive music or the seasonal magic.
While the debate is lighthearted, the market data behind the campaign offers serious insights for convenience retailers planning their year-end beverage mix.
Younger shoppers start the holiday countdown in November
Convenience operators often wait until the month of a holiday to merchandise holiday treats, but fresh consumer research shows that waiting leaves sales on the table. A recent study by Angus Reid revealed that 50 per cent of Canadians aged 18 to 34 begin their holiday celebrations before Dec. 1. That is notably higher than the 39 per cent who wait for the calendar to turn to December.
Geographically, early holiday spirit runs highest in Atlantic Canada, where 49 per cent of residents begin celebrating early, followed closely by Saskatchewan and Manitoba at 47 per cent. For regional operators in these markets, bringing holiday displays and ready-to-drink options to the front of the store in early November aligns directly with customer habits.
READ: PepsiCo talks Bubly’s expansion into soda category with Bubly POP
Sparkling water anchors festive gatherings
As shoppers pick up grab-and-go refreshments on their way to social get-togethers, sparkling water continues to gain ground as an everyday essential and a festive mixer. According to the brand's findings, 51% of Canadians who include sparkling water in their holiday gatherings choose Bubly.
As some hosts and guests may abstain from alcohol, having festive non-alcoholic options available can satisfy everyone. It offers options for under-age partiers as well as a mixer for cocktails for those who are of age.
For retailers, keeping single cans and multi-packs chilled and accessible is key to converting high-margin impulse sales during these pre-party store visits.
Driving c-store foot traffic through digital engagement
A nationwide campaign invites consumers to share their tradition on Instagram and TikTok between November 3 and November 8, with the winner announced on November 9. High-profile brand ambassadorships from Buble and The Lumistella Company's Scout Elf will maintain strong social media buzz throughout the winter.
For convenience store owners, high digital visibility translates into instant brand recall at the register. Aligning cold vault inventory with nationwide digital marketing ensures operators capture both young adult consumers looking for quick refreshments and busy parents stocking up on reliable family favourites.
As Sean Cauterman, marketing director for growth brands at PepsiCo Canada,said “Bubly is all about creating moments that crack a smile, and the holidays are full of them. Whether it’s gathering with family and friends over food and drinks or celebrating favourite traditions, teaming up with Michael Bublé and The Elf on the Shelf felt like a fun way to celebrate traditions that get Canadians into the holiday spirit and let them have a say in what officially kicks off the season.”
