The festival of Diwali – the most anticipated and eagerly looked forward to occasion by the retail industry, when Indians pull out all the stops to binge on shopping and buying gifts – is just round the corner. While big festivals come in a regular rotation and every day is a holiday on some level – from birthdays to promotions to farewell parties, to name just a few – putting the “special” on special occasions generally means elevating the foods and beverages experience for celebrating such milestones.
Retailing and business opportunities are signi? cant on these big occasions. Retailers can attract shoppers by providing and promoting gourmet offerings, including both packaged products and store-made or private label choices. Consumers purchase specialty foods for a special occasion like a dinner party, birthday or holiday.
Many parts of the store can be a draw for occasion-minded, gourmet-seeking shoppers, meaning that basket lift can occur in several spots. In the perimeter, for instance, the in-store bakery, deli, prepared food area and produce section offer a variety of products for parties or gatherings of different scales and sizes. Meanwhile, in center store, specialty foods can be merchandised for everyday consumption or for days that mean something more to a shopper.
Carrying specialty foods and beverages is a signal to shoppers that a store provides items for both “regular” eating occasions and occasions that mean something more.