FEATURE
HALLOWEEN & BONFIRE
108 ASIAN TRADER 17 OCTOBER 2025
dows, till
points, and
high-footfall
sections.”
For the
convenience
channel,
products that
balance
planned
purchases with
impulse appeal
per
form strongest at Halloween.
“Swizzels’ themed ranges
including Mummy Mix, Trick or
Treat Lolly Mix, and our variety
bags including Luscious Lollies,
Scrumptious Sweets, and
Curious Chews are proven
best-sellers thanks to their
versatility and strong shelf
presence.
“Alongside seasonal SKUs,
Swizzels’ Sweet Shop Favourites
range and Party Mix tubs
perform exceptionally well,
offering great value, all-year-
round appeal, and broad
generational reach, making
them essential for convenience
retailers looking to maximise
basket spend,” says Newton.
Independents can use their
flexibility to stay on top of
trends, launch promotions
quickly, adjust pricing in real
time, and test new products or
displays to gauge customer
reactions.
Jones from Fairfields Farm
adds, “Leaning into localism is
another powerful advantage.
“Stock local brands or
collaborate with community
groups and schools. Shoppers
love supporting local businesses,
which can be a key differentiator
against the multiples.
“For example, our Fairfields
Farm crisps are proudly stocked
in a range of independent shops
in and around Essex, allowing
customers to support us as a local
producer.”
Be smart with your range.
Unlike multiples that often over
stock generic lines, independ
ents can curate more relevant
and premium options that
resonate with their customers.
Focus on top-selling, quality-
driven products that can’t easily
be found elsewhere.
“For grab-and-go shoppers
highlight convenience snacks
and warming grab and go dinner
items for customers who are
looking to stock up last minute
for their get-togethers or
fireworks evenings, says Jones.
For Halloween, treats and
sweets are essential in conveni
ence. Think grab bags of branded
crisps and sweets, multipacks,
and Halloween-themed
confections.
“For trick-or-treaters,
customers are looking for
high-volume, easy-to-distribute
products, or simply snacks to
enjoy at home! Our Fairfields
Farm sharing bags are a great fit,
especially for those curling up on
the sofa with a spooky movie
and their favourite crisp
flavours,” says Jones.
Because Bonfire Night is
often outdoors, consider
offering quick and comforting
hot food and drink options, like
hot chocolate sachets, easy prep
meals, and classic seasonal treats
like marshmallows and toffee
apples, says Jones.
Wells from St Pierre Groupe
comments, “Not everyone will
be buying into these events, and
there are many products, like St
Pierre’s brioche buns and rolls,
that are big sellers for celebra
tions around these events, but
don’t come in seasonal packag
ing.
“Stores should collaborate
with suppliers or wholesalers as
appropriate to know the trends
for Halloween and Bonfire Night
and get the best ranges and
value of products to
accommodate their
different customers.”
Spooky effects
Independent retailers should
draw shoppers in with
Halloween-themed displays
but also make sure their
overall range of products over
the Halloween and Bonfire
Night season is a mixture of
themed and un-themed
products.
Retailers can maximise sales
by creating theatre in-store with
themed displays and secondary
siting in high-traffic areas.
Grouping confectionery with
complementary products like
soft drinks, snacks, and decora
tions encourages cross-category
purchases and inspires shoppers
to stock up on everything they
need for the occasion in one trip.
Newton from Swizzels adds,
“Visibility is key, especially for
last-minute shoppers. Placing
Halloween favourites near till
points and front-of-store
entrances helps prompt impulse
buys; while striking, branded PoS
materials can help retailers
highlight new lines and create
excitement.
“Swizzels supports retailers
with bespoke display solutions
to help bring Halloween to life
in-store and drive higher basket
spend.”
Halloween is all about
creating excitement and driving
impulse purchases, so building a
focussed, high-performance
range is critical. For convenience
retailers, this means prioritising
well-established, recognisable
brands like Swizzels that
shoppers already trust, ensuring
confidence at the point of
purchase.
Stocking a balance of seasonal
favourites alongside evergreen
best-sellers gives retailers the
flexibility to cater for multiple
shopper missions, from stocking
up for parties to grabbing
last-minute treats on the way
home.
Trusted brands with strong
heritage, broad family appeal,
and competitive price points are
best placed to deliver repeat
purchases and strong margins
throughout the season.
Jones from Fairfields Farms
feels that independent retailers
have the ability to create an
engaging in-store experience.
“Group products by occasion,
making it easy for customers to
find everything they need in one
place.
“For Halloween, use
striking visuals like pump
kins, spooky lighting, and
themed signage to clearly
define your Halloween zone.
“Consider splitting this into
a Trick-or-Treat Zone featuring
large tubs of sweets and
Halloween-themed confections.
You could also do a Party &
Hosting Zone showcasing
sharing crisp bags (like our
Fairfields Farm range), soft
drinks, alcoholic beverages,
The sweet little spot of horror
Add some scary fun with Bebeto Halloween
2025 NPD:
WITCHES CAULDRON MIX NPD – (130g x 10)- New mixed fruit
flavour gummy and centre filled sweets in worm, frog, spiders
and centre filled brains.
MUMMIES BANDAGES NPD – (160g x 10) New mixed fruit
flavour fizzy belts in strawberry and peach flavour. No artificial
colours or flavours, halal certified and vegan.
WITCHES HAIR NPD – (160g x 10) New mixed fruit flavour fizzy
pencils in apple, blue raspberry and cola. With a sour coating
and fondant filled. Halal certified and vegan
SPOOKY MIX MULTI BAG NPD – (375g (15g x 25) x 6) New
mixed fruit gummies in fun ghost, pumpkin and skull shapes in
orange, strawberry, black currant and apple flavours.