Summer in Retail

Summer Promotional Events


Fathers Day

Celebrated at the beginning of the Summer retail promotional calendar, UK Dads were treated to an expanding range of gifts on offer. Fathers Day has it’s eyes on the mighty Mothers Day, with dedicated aisle space over numerous categories & off fixture displays and as an annual promotional event it is really gaining momentum. So how does it fare in comparison to the mighty Mother’s Day?

Back to school

A bit of a way to go as the amount spent overall on Fathers Day is less than amount spend on cards alone on Mother’s Day! However brands & retailers are keen to build on the event with supporting promotions & instore theatre, it looks like Fathers Day is settling in.

Fathers Day Mid gondola promotional site

Back to School

The US are steps ahead of the UK boasting spend to from $27.3 billion last year with expected sales this year of $29 billion. Following the lead UK families are expected to spend £200 this year on kitting kids out, from new school uniform to vibrant stationery. Retailers are headlining deals as soon as schools out before we spend out over holiday.

Instore back to school promotion

Sporting Events 

Wimbledon, Rugby Lions & Grand Prix bring a flurry of Point of Sale which has seen alcohol sales growth of 6% year – on – year over the last 3 months according to Kantar Worldpanel. Off Fixture sites with sports events tie ins proved to be successful. Cider & Gin along with alcohol mixers were the top performers.


Sporting Events Promotional Point of Sale

Sporting Events Promotional Point of Sale


Professor Chris Brady, director of the Centre for Sports Business at Salford University says “There is also the feel good factor that such events generate and when people feel good they spend,”

Outdoors Living

As temperatures rose in June demand for Outdoor Living promotions went through the roof. Impromptu BBQ’s broke out and shoppers were spending on what was going to cool them down with Ice Cream sales experiencing a 45% sales uplift.

Effects of the Heatwave, out of stocks promotional sell outs

Effects of the Heatwave


Location, Location, Location.

BBQ accessories made it off the main fixture and out of category to build gain incremental gains. In June heatwave Outdoor living experienced a growth of sales of fresh Beef Burgers, Fruit & Vegetable sales.

Al Fresco Promotions & Zip BBQ off fixture display

Al Fresco Promotions

There was a fan shortage, ice was in short supply and stores with creative and engaging Suncream ranges and displays experienced wins of 40% sales increase YOY.( Kantar) .

Suncream Off Fixture Displays & Main Fixture

Suncream Off Fixture Displays & Main Fixture

Schools Out

Chocolates, cards & pressies where located on off fixture displays to prompt parents to say “thank you” to  teachers. Is this event going to feature more in the ever growing events calendar?

Schools Out

Then its keeping kids entertained over the Summer Holidays and the retailer Wilko had a fab feature which is a “go to” must.

Wilkos Keep the Kids Busy Promotional Display

Keep the Kids Busy Promotional Display

Outdoors Toys Display

Outdoors Toys Display


Skittles was the only promotional Branded Point of Sale spotted for the Pride Season which could herald a new event in the Summer Calendar?

Pride Shipper Unit

Pride Shipper Unit