FEATURE
CARNIVALS & FESTIVALS
27 JUNE 2025 ASIAN TRADER 55
By day three, deodorant and
painkillers (for the inevitable
hangovers) tend to become hot
commodities. Convenience
stores also see upticks in
plasters/bandages, insect
repellent, and basic first aid
items as festival-goers deal
with blisters, bug bites or minor
injuries.
Overall, festival shoppers
exhibit a mix of indulgence and
practicality like
splurging on treats
and novelty items
(like quirky snacks or
souvenir items),
while also buying
practical supplies
they forgot or
suddenly need.
Pump up the
vibe
Retailers looking to ride
the summer wave
should start prepping
early. From themed
windows and playful
playlists to exclusive bundle
deals and loyalty rewards for
wristband holders everything
helps.
Analyse which products
festival attendees will seek and
build extra stock depth in those
categories. Focus on the
high-velocity items like drinks
(alcoholic and soft), snacks,
water, ice, toiletries, batteries,
etc.
It’s wise to create dedicated
displays for “Festival Essen
tials.” For example,
grouping ponchos,
sunscreen, wet wipes,
and earplugs together
makes it easy for
customers to grab
last-minute needs.
This is the time to
think out of the box.
Offer a “Festival
Survival Pack”, a little
ready-to-carry bag
containing a bottle of
water, sunscreen,
wet tissues, and
snacks.
Wilson advises
retailers to have a fully-stocked
display with a good mix of core
brands, merchandised chilled
where possible.
A mix such as HEINEKEN and
Birra Moretti, immersed with
newer, trending lines, including
Foster’s Proper Shandy and
Cruzcampo, is the best way
retailers can retain loyal
customers, alongside attracting
new shoppers to explore the
beer segment for the first time.
“Effective ranging and
merchandising also involves
focusing in-store displays to
drive incremental sales. This can
be achieved by keeping on top of
on-pack promotions and being
the first to stock limited-edition
lines, and utilising themed-PoS
when available,” Wilson says.
Festival schedules don’t
follow normal shopping hours
– attendees might be out and
about early and late. If possible
and permitted, extend the
store’s opening times during the
event.
Early morning openings
catch campers seeking breakfast
or ice at 7am, and late-night
hours cater to those returning
from shows craving snacks at
midnight. Even an extra hour or
two can significantly boost
revenue on a festival weekend.
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