FEATURE
CARNIVALS & FESTIVALS
56 ASIAN TRADER 27 JUNE 2025
organisers or ride the social
media wave using event
hashtags. And when possible,
extend opening hours to catch
the sunrise shoppers and
midnight snackers.
Embrace the event’s spirit
and the whole vibes to attract
customers. Decorating your
store or window in tune with
the festival can draw in attend
ees.
If a music festival is rock-
themed, create a rock music
playlist in-store or put up a fun
sign like “Festival Fans Wel
come – Grab Your Supplies
Here!” Themed point-of-sale
displays (e.g. a “Festival Survival
Kit” bin of assorted essentials)
both entertain and drive sales.
This ties into event ambiance:
aligning the store’s vibe with
the event puts festival-goers at
ease and encourages them to
stop by.
Consider multi-buy offers
(e.g. “Any 3 snacks for £5 for
festival-goers” or beer multi
packs deals), or targeted
discounts like 10 per cent off for
ticket-holders. Offering
exclusive discounts to wrist
band-holders (show your
wristband, get a deal) can drive
event-goers to you instead of
competitors.
Some retailers sponsor small
festival facilities like by
providing free water refill
stations or phone charging
in-store, which increases foot
traffic and goodwill.
Do not think twice about
adding some local flavour,
especially in food to go and hot
food range. Give your shoppers
something to hook on and come
back to the store again to
experience the local cuisines
and snacks.
Ride the rhythm
Most festivals not only boost
footfall but they also uplift the
overall mood of the region.
For instance, Notting Hill
Carnival (Aug 24–25, 2025) will
attract around one million
attendees to West London,
convenience stores in Notting
Hill, Ladbroke Grove and
surrounding areas should prepare
for a weekend of packed streets
and high demand for drinks,
snacks, and takeaway food.
The Reading and Leeds twin
festivals (late August) is expected
to draw more than 90,000 each
to their sites so shops in Reading
town and the Leeds/Bradford
area respectively can expect busy
trade especially as festival-goers
transit through.
Meanwhile, month-long
cultural fixtures like the
Edinburgh Fringe (August)
hugely increase the city’s
population and footfall in
convenience stores citywide
(performers and tourists nipping
in for quick meals, drinks,
umbrellas, etc.).
Retailers who meet the
moment with energy, colour,
clever ranging and festive flair
won’t just serve the crowds. They
will become part of the celebra
tion.
To add a little glitter to the
store sales, retailers should also
consider to go a little beyond
than their usual range. Sunglass
es, sun hats, cheap tents,
camping chairs, beach mats and
phone chargers or batteries are
some of the products that might
work as a great magnet for
footfall.
Retailers who lean in with
playful displays, clever bundles,
and fully stocked chillers won’t
just see a spike in sales, they will
embed themselves in the
memory of festival-goers.
Be the shop that saved the day
with ice when theirs melted, the
one with face glitter when the
vibe called for sparkle, or the
store that had the perfect
four-pack when the campsite
party kicked off.
This isn’t about business as
usual. This is your store’s chance
to sing backup to the main stage.
Make your space feel like part of
the celebration – whether it’s
with carnival-coloured bunting,
tongue-in-cheek signage, or
simply staying open that extra
hour when the rest of the high
street is dark.
So get your playlist ready, prep
your “Festival Essentials” bay,
and don’t be afraid to get a little
loud with your merchandising.
Festivals are fleeting but the
buzz (and those sales spikes) can
last long after the last act has left
the stage.
Display and slay
Asian Trader
presents out-of-
the-box
merchandising and
display ideas tailored to the festival theme for
convenience stores:
“Festival Survival Station” Display: Set up a vibrant, easy-to-
spot endcap or bin featuring essentials like water, energy drinks,
sun cream, wipes, face wipes, mini deodorants, plasters, and
snacks.
Tent-Side Snacks Bay: Create mini hampers with noodle pots,
cereal bars, bottled water, and instant coffee labeled.
“Morning After” Recovery Rack: A grab-and-go shelf near the
entrance with hangover aids energy drinks, hydrating drinks,
electrolyte sachets, bananas, greasy snacks, and coffee.
Beer Garden in a Basket: Create “beer bundles” in rustic
baskets—4-packs, crisps, disposable cups, ice vouchers.
Wristband Wins: Offer on-the-spot discounts or freebies to
customers wearing a festival wristband.
DIY Face Paint Station: Place mini kits near tills with a mirror
and signage like “Paint Your Festival Mood”.
Soundtrack Display: Use mini speakers to make the store
experience more lively.
Instagram Corner: Set up a selfie spot with a mini themed
backdrop.