Top Tip

14 November, 2008

Availability is the most obvious and yet critical component for success at Christmas. We know that if shoppers cannot find their preferred brand of spirits, 46% will not buy a different brand or variant. Furthermore, 11% of wine and spirits shoppers would leave the store to buy elsewhere if their preferred brand wasn't available . So keep products visible and in stock - any out-of-stocks will lose valuable custom.

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What to expect at Christmas

The arrival of October means that we’re now officially in Nielsen’s Christmas trading period. Manufacturers and retailers alike have until December 30 to optimise their sales plans and activate them in-store in order to win at Christmas.

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