CATEGORY ADVICE BIG NIGHT IN

Retailer View

Susan Connolly, Spar Pewsey, Pewsey, Wiltshire

“THE big night in is still huge. When we have 10-packs of beer on promotion for £10, that’s two or three pints at the pub, if you’re lucky. And when shoppers buy those, they also buy crisps and snacks together. You can tell how many people are staying in as you go past the pubs on a weekend night, as they’re really quiet.

“I don’t offer linked deals as Spar don’t and they would be too time consuming, we just stick to promotions across each section. You can also tie it in to seasonal events – we just did well with sauces and sachets for Chinese New Year.

“Sales of Cook ready meals have gone through the roof, but people are trading up. We still sell F’real at £3.75 a cup in the midst of winter. There are people out there struggling, but I think working/middle-class people have more money because they’re not being careful with it and watching the price of everything.”

Having a night in

This might be alone or a meal as a couple, a chance to wind down at the end of the day or spend quality time with a someone, generally involving food. This is an opportunity to highlight four-packs along with mealfor-tonight solutions.

The regular/everyday drink

As before, this could be relaxing at home alone or with a partner or spouse, but more habitual, rather than a special event. This is a key occasion for alcohol-free, where shoppers are looking for a drink to unwind with nightly, but wanting to moderate midweek.

A planned social occasion or barbecue

This relates to a bigger gathering at someone’s home, a more upbeat get-together with friends on a weekend. To cater for a bigger group, larger multipack formats are ideal for this occasion, maybe linked to sharing style snacks.

Being in a party mood

This can simply be drinks before going out or a party at home with friends and family – the emphasis here is on fun. Where a four-pack is the perfect accompaniment to pre-drinks, larger multipack formats are best placed for larger parties.