New retail sales figures from Nielsen indicate consumers are spending more on party-related products, as well as kitchenware and cleaning accessories. Following a review of the new numbers, the Global Market Development Center says this trend means retailers can bank on consumers’ renewed emphasis on enjoying home and social interaction.
When it comes to prepping for celebrations, while products for major holidays including Christmas still rule the general merchandise market, this year’s sales of miscellaneous seasonal items outside of major holidays rose 21% in grocery stores and 87% in drug stores. Party supplies as a category is becoming a destination aisle for shoppers in these channels. These sales, which exclude dishes and decorations, represent more than $227 million.
In a nod to proximity during social interaction, the sale of breath mints rose more than 18%, with drug stores being the hands-down destination of choice for breath fresheners. Chocolate candy sales rose, with food and drug store purchases each increasing approximately 5%. The research showed retailers saw an increase of 2.5% in sales of seasonal candy and a nearly 3% in non-chocolate candy. The data also shows good news for grocery retailers who invest in GM. Particularly, with the food channel representing 16% (or $32 billion) of all GM sales, the bottom-line contribution of GM sales in this channel is significantly higher than other categories. An expansion of GM in the food channel can help retailers increase wallet-share of GM and reduce sales leakage to online retailers.