3 Sweet Tips to Help Improve Confectionery Sales

Businesses both big and small rely on the experience of long-time confectionery wholesalers to help boost their sales. While the traditional corner shop operates on a vastly different business model to bigger enterprises, like department stores, there are a few universal points that can help boost the sales of sweets no matter what business model you follow.

Here are three of the most important universal tips to keep in mind.

Tip One: Study Your Sweets

Confectionery wholesalers stress the importance of knowing as much as you can about the sweets you buy. Simply knowing more about stock is a proven of improving sales. Such knowledge can help in the organisation of display racks and pitching the sweets in a way that appeals to the interests and sensitivities of target consumers.

Another important benefit is being able to pass on the knowledge to consumers. Regaling consumers with stories about the backgrounds of exotic confections you sell is one way of building genuine relationships with consumers – fostering loyalty, repeat business and word-of-mouth marketing as you do so.

Tip Two: Seasonal Sales

Another universal tip is to stockpile certain sweets in anticipation of spikes in demand due to seasonal affairs and holidays.

Christmas, Easter and Valentines are the most obvious peak seasons, but there are other under-the-radar seasonal patterns that confectionery wholesalers encourage their customers to take full advantage of.

For example, late spring and early summer are when more people decide to get married. This is a season where the advice is to steer marketing campaigns to entice brides-to-be and wedding planners into offering confections on the big day.

Late summer is another season where there is a spike in demand for sweets. This is the time when schools go on break, and when students snap up boxes of chocolates to serve as thank-you gifts to their teachers. Affordable yet beautifully packaged boxes appeal most to these students, which makes an attractive way of expressing their gratitude without emptying their pockets.

Tip Three: See Sweets From the Consumer’s Eyes

The simple fact of putting oneself in the shoes of others is one frequently overlooked element by many retailers. To put it in a simpler way: the stock you display needs to appeal to your consumer, not to your personal taste. Many lost opportunities occur by ignoring what consumers want and expect from sweets.

Experts also recommend that retailers make a point of walking the routes used by their consumers getting to their shop, to take note not only of the rival products on display, but also the other temptations along the way that may change their minds about making a purchase. Retailers often report this exercise leads to fresh ideas for arranging their displays of sweets - something almost always leads to boost in sales.

Ask for Sweet Tips

Established confectionery wholesalers are usually only too happy to share tips to help boost sales of sweets – after all, more business for you means more business for them.

Angelina Moufftard works for HF Chocolates, high quality confectionery wholesalers to the retail trade and others who wish to purchase wholesale quantities of chocolate and confectionery. Renowned since 1957, we've sourced the best suppliers from France, Spain, Germany, Holland, Belgium, the USA and UK. Our great tasting and beautifully packaged products also represent excellent value for money.

Writer and Online Marketing Manager in London.