Keeping your Wholesale Sweets Relevant All Year

Although Halloween is not as largely celebrated in the UK as it is the US, it is still usually responsible for a boom in UK confectionery sales. This year, however, sales have taken a loss compared to 2013.

With this recent slump of confectionery sales for Halloween, manufacturers are beginning to look into methods to keep wholesale sweets and chocolates relevant all year round. This will come as a great relief to retailers, particularly independent sellers, who are feeling the strain in between seasonal holidays.

Many factors are contributing to a waning interest in seasonal goods, including the widespread selling of products by companies who once showed no interest in the confectionery industry. Bigger chain competitors are muscling in on the smaller companies during periods such as Christmas and Easter.

So what are manufacturers doing to tackle this problem?

Packaging

It would seem that with the ever-growing wholesale sweets and chocolates market, variety has become overwhelming. Sales of products with seasonal packaging have become overshadowed by general product sales, and in many cases, research has shown that consumers are opting for their usual confectionery choices over seasonal offers – unmoved by fancy packaging and sticking with the familiar.

In an attempt to combat this, manufacturers are reducing their seasonal packaging in favour of simpler themes, which can be sold through various seasons as opposed to a one-day event. Winter and summer packaging are some of the notable changes, along with colour coordinated confectionery sets that can apply to various occasions.

What Can Retailers Do?

If you find yourself struggling to sell large amounts of seasonal wholesale sweets and chocolates before their one-day event passes, that’s probably because of the increased amount of competitors selling similar goods.

While it may not be possible for all retailers, many have chosen to target a niche market instead of trying to compete with larger chains. For example, 2014 has seen chocolate trends such as the rise of organic and healthy options and unusual flavouring such as chilli chocolate and floral hints in chocolate. Attempting to reach another trending market while all other retailers are relying on seasonal sales could definitely reduce the amount of competition and bring you a new following.

If this isn’t an option, try and display your seasonal wholesale sweets and chocolates as effectively as you can to allow for maximum impulse buys. Keep a high coverage of goods near your payment point and order in bulk quantities of the products that sold well for you the previous year. You should also keep up to date with seasonal confectionery trends and the products that are bringing your competitors success.

Angelina Moufftard works for HF Chocolates, suppliers of high quality wholesale sweets 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.