The Pros and Cons of Promoting During Retailer Events

Retailers’ promotion calendars are full of seasonal and event driven promotion timings, so with extra space and Pos up for grabs, should you be investing during these times or not? We delve into the pros’ and cons so you can consider these in your decision making.

Oct 27, 2023

In the world of retail, supermarkets are bustling hubs of activity throughout the year. This offers brands an excellent opportunity to engage with consumers during key times of the year, be it holidays, special events, or seasonal celebrations. However, the decision to promote within these high-traffic locations during specific times of the year can be a double-edged sword. Let's explore the positives and negatives of promoting your brand during these key times.

What Are the Best Times to Promote?

Before delving into the pros and cons, it's essential to consider the timing of your promotional activities. Think about when shoppers are more likely to need or want your brand, and if the connection between your product and the event is easily recognisable to the shopper – remember it’s hard to disrupt shoppers from their usual shopping habits.

Promoting During Key Seasonal/Event Times:


Increased Visibility for Relevant Products: Promoting your products during key seasonal or event times can be incredibly beneficial if your offerings are closely related to the occasion. For instance, during Pancake Day, condiments like maple syrup and chocolate spread naturally receive more out of aisle space, increasing your product's visibility.

Leveraging Store Activity: Supermarkets invest heavily in point-of-sale (POS) and media activities during peak seasons and events. This drives footfall and provides brands with an opportunity to benefit from the increased store traffic. Your products are more likely to be noticed during these high-activity periods.

Synergies Across Media: If the key time aligns with your brand's promotional calendar, you can create synergies between your out-of-store and in-store marketing efforts. This consistency enhances brand recognition and increases the likelihood of conversion


Competition Overload: One significant drawback of promoting during key times is the intense competition. With many brands vying for consumers' attention simultaneously, it can be challenging to stand out and achieve the expected uplift in sales. As a result, you might need to invest more to make an impact.

Increased Marketing Costs: Promoting during seasonal events or key times often comes with a higher price tag. As more brands compete for space and consumer attention, retailer rate cards or gate fees can be high. This makes it more challenging for challenger brands with limited budgets to effectively engage their audience.

In summary, promoting your brand in supermarkets during key times of the year has its advantages and disadvantages. The decision ultimately depends on your brand's objectives, product relevance, and budget. Leveraging key seasonal or event times can provide increased visibility and synergy with in-store activities, but it also means facing stiff competition. Alternatively, promoting on your own schedule can lead to less competition and strategic timing, but it may result in missed opportunities and reduced store support.

To make the right choice, carefully evaluate your unique circumstances and make an informed decision about when and how to promote within supermarkets. Reach out to us for our individualised support for your brand.

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