ASK THE EXPERT: How do you craft holiday promotions that resonate with convenience store shoppers?
Promotions are a cornerstone of driving foot traffic in retail, including convenience. During the holiday season, the right promotions can capture larger, higher-margin baskets while leaving lasting, positive impressions on shoppers.
The holiday season is a time for connection—whether it is families gathering for a turkey dinner, friends enjoying a festive brunch, or neighbours sharing a potluck. Retailers can capitalize on this spirit by offering promotions that make holiday entertaining easier, enjoyable and stress-free all while encompassing the vibe of Canadian culture, from serving butter tarts and Nanaimo bars to raising a glass of ice wine from Niagara.
But holiday traditions—and consumer needs—are always evolving. Modern Canadian shoppers are often tasked with planning menus that accommodate diverse dietary preferences while honouring cultural traditions. Stores need to adapt if they hope to be a destination for holiday food, drinks and entertainment essentials.
Understanding holiday shoppers
Holiday spending in Canada remains robust, with a significant portion allocated to food and beverages. While online shopping is a growing trend, brick-and-mortar stores remain a key destination for holiday preparation, with c-stores offering longer hours for picking up those last-minute, but essential items. Remember, too, that Canadian shoppers often prioritize local and sustainable options, so keep this top of mind.
Holiday food and beverage shopping is distinct from other times of the year. Shoppers are more likely to explore products they don’t usually buy, presenting an opportunity for retailers to drive impulse purchases and larger basket sizes.
C-stores can stand out by offering curated bundles that simplify the shopping experience, such as pairings of take-out meals or snacks with wine or craft beer to elevate the festive experience.
Keys to crafting meaningful promotions
To resonate with busy holiday shoppers, promotions must address the unique needs of hosts and guests alike:
1. Celebrate holiday traditions
Highlight seasonal gatherings by positioning your store as the ultimate destination for creating cherished memories. Showcase products and recipes for classic Canadian holiday favourites.
2. Offer recipe and pairing inspiration
Shoppers often seek guidance for planning holiday meals or parties. Create curated bundles that include recipes and necessary ingredients, paired with suggested beverages such as local wines, craft beers, or festive non-alcoholic options.
3. Simplify hosting
Offer pre-assembled bundles that ease holiday prep, such as snacks and beverages. Include options for dietary restrictions like gluten-free, dairy-free, or plant-based selections to cater to diverse preferences.
4. Encourage bigger baskets
Promote your store as the go-to destination for all holiday essentials. Highlight products ranging from cocktail mixers for Caesars to baking staples.
Making spirits bright with data-driven promotions
As c-stores expand their holiday offerings, they must also meet profitability, sales and revenue goals. Data-driven tools powered by AI and machine learning can help retailers manage the complexities of holiday promotions with precision.
How these tools can enhance your holiday strategy:
● Suggest optimal promotions: Identify basket builders, loyalty drivers, and seasonal favourites to craft impactful promotions.
● Optimize vendor funding: Balance promotional discounts with vendor-supported funds to maximize profitability while delivering value to shoppers.
● Personalize for regional tastes: Use sales data to anticipate shopper preferences, such as stocking more premium or local items.
● Highlight seasonal bestsellers: Machine learning can identify top-performing seasonal items, ensuring they’re featured prominently in signage and advertisements.
● De-risk experimentation: Test new promotions or product offerings with confidence by leveraging AI insights to predict potential outcomes while balancing tried-and-true offers.
Delivering holiday success
For retailers, the holiday season isn’t just about sales—it’s about connection. By emphasizing holiday traditions, reducing stress, and offering curated solutions, c-stores can position themselves as an integral part of the community. This approach strengthens brand loyalty and ensures your store is top of mind for every festive need.
Make your promotions about more than discounts—make them about creating meaningful connections with your shoppers and helping them celebrate the holiday season.
EXPERT
Jim Sills is CEO of ClearDemand, specializes in price, promotion and mark-down planning and optimization.