SFA Webinar Preview: The Best Ways to Capitalize on Seasonal Trends

Effective holiday season planning is crucial for increasing sales, engaging customers, and enhancing brand loyalty, but it requires a lot of work.

During the upcoming SFA In the Know webinar titled “Holiday Hustle: Strategic Planning for Festive Profits,” Elizabeth Hemphill-Burns, senior director of national sales at BrainJuice, will focus on how distributors and retailers can drive success with seasonal items.

It will take place this Thursday, April 11 at 1 p.m. EDT. It is free for members and $19 for non-members. Register now.

SFA News Daily spoke with Hemphill-Burns about the topic.

Do you feel every retailer should consider seasonal items when deciding what to stock on shelves? 

Retailers benefit from stocking seasonal items, especially during major holidays. Seasonal merchandise attracts customers looking for specific products related to upcoming events or cultural celebrations, enhancing the shopping experience, and increasing sales. These items allow retailers to stand out by meeting consumer demands for variety and seasonal appropriateness throughout the year. They also offer a chance to showcase everyday products through a seasonal lens.

What mistakes do you typically see distributors and retailers make when trying to take advantage of seasonal merchandise?

Poor Planning and Bad Timing: Misjudging the timing for introducing and phasing out seasonal merchandise is a significant mistake. Introducing items too early can lead to customer confusion while introducing them too late can cause the retailer to miss the peak demand period.

Overstocking: Overestimating demand is another error, often resulting in surplus inventory that must be sold at a substantial discount which hurts the gross margin.

Lack of Market Research: Seasonal products do not appeal universally across all demographics or regions. Neglecting to customize offerings to align with local tastes and demographics can result in weak sales.

Do you have any advice for specialty makers looking to create a seasonal product?

Research Trends and Preferences: Understand current trends and what specific flavors, ingredients, or themes are resonating with consumers during the holiday or season.

Start Small: Test your product in a limited market or with a small batch before fully committing to production. This approach allows you to gather feedback and make adjustments to taste, price, etc.

Focus on Packaging: Attractive, themed packaging can significantly enhance the appeal of seasonal products, making them more attractive as gifts or special occasion purchases.

What are the most important skills retailers need to develop to ensure a strong seasonal selling strategy?

Forecasting and Trend Analysis: Being able to accurately predict which products will be in demand and when helps optimize inventory and marketing efforts.

Marketing and Promotion: Effective promotional strategies that highlight the uniqueness and timely relevance of seasonal products can boost interest and sales.

Supplier Relationships: Strong relationships with suppliers can ensure that you have the flexibility to adjust orders and respond to unexpected changes in demand.

What are you most excited to discuss during the webinar?

I am eager to emphasize the significance of developing products that focus on seasonal appeal, giftability, themed packaging design, and sustainability initiatives. I look forward to exploring innovative strategies for incorporating and marketing seasonal products.

Is there anything else you would like to share? 

Discussing the significance of sustainability and ethical sourcing in seasonal product development is also valuable. As consumer awareness increases, incorporating these elements into your product lifecycle—from sourcing to packaging—can appeal to a wider audience and align with the increasing global demand for sustainable practices.