Prepare now for the “100 Days of Summer”
Success during this window doesn’t happen by chance: It is driven by preparation. Retailers who are ready before the May long weekend are the ones who capture the full upside of summer demand.
Here are five key areas to focus on now:
1. Refresh the Cooler Vault
Your cooler is ground zero for summer sales. Start with a critical review of your planogram:
- Has it been updated recently?
- Are new innovations included?
- Are slow-moving SKUs taking up valuable space?
Hot weather drives strong demand for cold beverages, so prioritize top sellers and high-velocity items. At the same time, don’t overlook warm-weather merchandising opportunities—large-format beverages such as 2L bottles and case packs should be displayed outside the cooler to capture party and stock-up occasions.
Execution fundamentals matter:
- Ensure all products are clearly priced (shelf strips in the cooler, bold signage on floor displays)
- Use multi-buy offers (e.g., 2-for deals) to drive volume
- Maintain cleanliness: cooler doors should be wiped daily and interiors kept debris-free
2. Maximize the Ice Cream Opportunity
Ice cream is a summer staple—and a margin driver when executed properly.
Start with the basics:
- Fully clean and defrost freezers
- Confirm operating temperatures with visible thermometers
- Ensure equipment is running at peak efficiency
From there, shift to merchandising and supply:
- Take advantage of supplier “spring load-in” programs to build inventory early
- Feature new products prominently with supplier-provided POS
- Align order and delivery schedules to avoid out-of-stocks during peak periods
- Keep backup stock organized and accessible for quick replenishment
Finally, protect your margins:
- Verify retail pricing reflects any cost increases from the winter season
- Work with suppliers on summer promotions to drive both traffic and profitability
3. Leverage Outdoor Merchandising
Outdoor space is often underutilized, but in summer, it can become a powerful sales driver.
Well-executed exterior displays have advantages, such as:
- Capturing impulse purchases
- Increasing visibility from the road
- Driving traffic into the store
Water is a proven winner. Pallet displays with strong price points can generate significant volume and incremental profit, while also encouraging add-on purchases inside the store.
For 24-hour locations, the opportunity is even greater—outdoor displays can be more extensive because there is no need to have the product in lockable merchandisers. Therefore, be creative with exterior displays keeping in mind the impact of weather (rain, sun) on the product.
4. Build a Seasonal Destination
Make it easy for customers to find what they need for summer activities by creating a dedicated seasonal section or end-cap.
Core items should include:
- Sunscreen and bug spray (focus on trusted, recognizable brands)
- Summer accessories such as hats, reusable water bottles, and kids’ outdoor toys
Tailor your assortment to your location:
- Near parks or beaches? Lean into outdoor and family-oriented products
- Near fishing areas? Consider carrying bait (ideally in a dedicated supplier-provided fridge—never in the main cooler)
Where possible, buy strategically to keep retails competitive while protecting margin.
5. Execute a Full Spring Reset
Before summer traffic arrives, your store should look its best: inside and out.
Exterior priorities:
- Remove winter residue (salt, sand, debris)
- Refresh painted surfaces (curbs, lines, building touch-ups)
- Ensure signage is visible and unobstructed
- Schedule regular landscaping and maintenance
Interior priorities:
- Deep clean all shelving (remove product, clean thoroughly, restock)
- Remove expired items and discount near-expiry products to clear inventory
- Transition out of winter merchandise (no need for ice melter in July)
- Reallocate space to high-demand summer categories
A clean, well-maintained store doesn’t just look better, it builds trust and drives traffic.
Final Thought
The 100 Days of Summer represent a critical revenue opportunity for convenience retailers. The difference between an average season and a standout one comes down to preparation and execution.
Clean stores. Full stock. Sharp pricing. Relevant seasonal offers.
Get these right now and when the warm weather hits, your store will be ready to capture every opportunity.
