What is the 5th season?
Two of the biggest pillars for confection sales are Valentine's Day and Halloween, a significant opportunity lies in between them – the "5th Season." This period has been overlooked, but its potential in the amount of summer festivities and events it provides can make it a pillar for confections in the near future. In addition, National Confectioners Association (NCA) is encouraging retailers to seize this opportunity by continuously pushing National Candy Month, we at creative werks see this opportunity as the perfect time for our clients to maximize their business with innovative strategies and targeted creative packaging.
Complications
In the past, retailers have had a hard time giving space for seasonal candy during these months. Usually, the Valentine's season ends, and the focus moves towards seasonal products like gardening supplies and school essentials. Nevertheless, the fact that we do not get an aisle does not mean there is no demand, it is surprisingly the opposite. With a good strategy and some concrete planning, candy can be effortlessly integrated into the summer retail landscape.
Solving complications
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Celebrating National Candy Month
After recent development, a major highlight of the 5th Season will be National Candy Month in June. This event is constantly growing to larger margins, and we believe this is just the beginning. This celebration is the perfect time to enjoy everything that makes summer great, with chocolate and candy adding only sweetness to everyone’s activities.
America and their Summer Treats:
- 86% of people going on a road trip bring along chocolate and candy.
- 82% enjoy these treats during family visits.
- 78% of campers treat themselves to chocolate and candy.
- 69% of backyard BBQs involve chocolate and candy.
- 68% of beachgoers plan to bring their favorite sweets with them.
AND MOST IMPORTANTLY- During this season… - 63% of people want to treat themselves more than they actually do.
Stats taken from alwaysatreat.com and National Confectioner's Association.
Events During the 5th Season
Summer is similar to Q4 holidays – shoppers look forward to the season and aim to bring nostalgic traditions to life while dialing up novelty for the sake of making memories.
- Road Trips and Camping: Sweets are already on people’s list for these sorts of trips but remind them! Promote it as essential for road trips and camping adventures. Create resealable bags that enhance usability, and snack-sized treats.
- S’mores: There is a timeless appeal of s’mores; leverage it! Develop dedicated displays and kits for indoor or outdoor s’more creating ideas!
- Back to School: Pantry packs take over during the BTS season, so adapt! Deliver candy as part of pantry packs with single-serve items and bulk buys for families that want lunchbox-friendly treats.
- Father’s Day: Create themed displays with heartfelt messages.
- Graduation: Develop candy bouquets, boxed chocolates, and celebratory treats for the graduation season.
- St. Patrick’s Day: Offer green-wrapped sweets and mint-flavored treats.
- 4th of July: Showcase patriotic color palettes with a twist. Metallics are as popular as ever this year, move beyond the traditional red, white, and blue that everyone is using to include silver and gold! This would offer a premium feel to your packaging.
Create special edition packs for each event! Consumers will drive up demand for the collectibles!
Next Steps
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• The 5th Season is a never-ending ocean brimmed with opportunities, and with NCA's National Candy Month, there is no better day to start than now. Strategically position your targeted products to capture the attention of the consumer’s eye, even under the summer sun. |
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Work with WDG!
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