A VARIETY OF NIGHTS IN

THE big night in can take on many forms depending on the time of the week or the number of people involved. According to research from General Mills under its brand HäagenDazs, 37% of convenience store shoppers would choose a night in over going to a pub, bar or restaurant to save money over the next six months, with one in three already hosting one at least once a week.

“In my house, we have a games night and the family comes round,” says Susan Connolly, who runs three Spar stores in Wiltshire. “Before Covid-19, that wouldn’t have happened. We have nibbles, pizzas, alcoholic and non-alcoholic drinks.” For retailers running promotions for bignight-in shoppers, it’s worth thinking about alternative products that suit post-lockdown missions.

“The key is for retailers to really understand how different drinkers are approaching the occasion and ensure they are offering their customers that breadth and depth of choice,” says Jo Taylorson, head of marketing at Kingsland Drinks. “Some con- sumers will be looking for a premium wine to trade up to something special for a big night in, while others will be shopping for beers, pale ales and ciders – using the occasion to experiment with new brands and flavours. Shoppers will also be looking for new innovations, such as fun ready-to-drink cocktails and canned wines.”