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It’s Time To Think about The Summer Months…

All this snowy weather might make summer feel like a long lost friend, however as unpredictable as the British weather can be, it really is just round the corner. What comes with the summer months is a serious boost in those sporting events, and this year is no exception, especially as June is set to see the return of the Football World Cup, this time hosted by Russia.

So how much of an impact does weather and summer sporting events have on the retail market? Well according to data from Neilsen, 2017 saw shoppers spent 5.1% more on groceries during the same four week period the year before. In this period we saw sporting events such as Wimbledon, the British Grand Prix, the British and Irish Lions rugby and the Women’s Cricket World Cup take place.

Neilsen reports that sales of ice cream increased 45% in the period, as well as alcohol and mixers, and beef burgers. Not to mention a significant increase in punnets of strawberries and cream over the two week period of Wimbledon.

What does this mean for our retailer and brands planning for the summer months? Is it simply a case of ensuring there is enough stock on the shelves to meet the demand or can you do more, with the help of our retail experts, to make this summer’s sales an absolute scorcher for your brand?

Just like the Golden Quarter, displays and heavy promotional activity will lie at the heart of those shopping aisles. Volume uplift will be key for this, using tools such as multi-buy offers and instore sporting inspired displays will be priority.

As always, the consumer is looking for convenience, whether that’s in their local convenience store or in their local supermarket. So make it as easy as possible for the shopper to view and purchase your product. Spacing, as always, will be an issue and your brand will need to prove why your products are deserving of such key areas in stores.

Our Territory Sales Manager can help persuade those retail managers why your product should make the cut, supported by real time data from our TSeye. Not forgetting the trusting relationships they’ve built with the instore teams.

More than ever timing is crucial to succeed –it’s the role of our TSMs to take note when peak times or games are happening which will peak the consumers interest, it’s during these times that activity and footfall will be heightened substantially.


Therefore stock volume, availability and visibility will be key. By thinking tactically our team can estimate the highest footfall and peak sales period (usually the day before or the morning of a big sports event) to ensure no out-of-stock cannot occur during this time.

To see how our team can help your brand this summer, simply click here.

Sporting Calendar For Your Calendar:

  • 19 May: Football – FA Cup final and Scottish Cup final
  • 26 May: Football – Champions League final, Kiev, Ukraine
  • 14 June-15 July: Football – World Cup, Russia
  • 2-15 July: Tennis – Wimbledon
  • 7-29 July: Cycling – Tour de France
  • 8 July: Formula 1 – British Grand Prix, Silverstone
  • 19-22 July: Golf – The Open, Carnoustie
  • 21 July-5 August: Hockey – Women’s World Cup, London
  • 1-5 August: Cricket – England v India Test series starts at Edgbaston
  • 1-12 August: European Sports Championships, Glasgow and Berlin