Data from Retail Economics shows that UK shoppers spent approximately £10 billion on seasonal products in 2023, with Halloween contributing £650 million alone, marking a steady increase in seasonal shopping over recent years. POS and store activation remain pivotal in capturing these sales opportunities, as shoppers are more likely to make purchases when displays are both visually engaging and convenient to access.

As the final key retail season of the year approaches, Nisa retailer NP Group is gearing up for Christmas with a renewed focus on store activation and point-of-sale (POS) strategy to drive sales following research that shows shoppers spent over £10bn on seasonal products

With seasonal shopping trends in full swing, effective in-store activation and visibility are crucial for smaller retailers to capture customer attention and keep up with larger competitors.

Anthony Furnell, Head of Retail Operations at NP Group, which operates six stores, has significant experience in retailing. From his background with major retailers and suppliers, he understands that capitalising on seasonal periods is critical for convenience stores.

“Seasonal activation is really important. It’s a very competitive sector, and we’re not just competing with large supermarkets; we’re competing for convenience and ease for our customers. If a customer doesn’t see it, they don’t potentially buy it, so activation is key.”

NP Group’s Halloween strategy this year exemplifies how store activation can capture attention and improve sales. The Darwen store has allocated a dedicated Halloween space, complete with a hanging spider from the ceiling, vinyl window displays, and strategic POS items like floor stickers and overhead signs. This dynamic approach engages customers, driving incremental purchases and creating a one-stop shop for seasonal needs.

However, it’s not one-size-fits-all; each store location is tailored based on size, layout, and customer demographics. “Our Menston store, for example, is our smallest, so we have to be selective about our seasonal range. Space is key—making sure the displays are in the right place is essential,” Anthony notes. “We’ve also have a group store WhatsApp to share best practices and ideas across locations, ensuring a cohesive yet unique seasonal activation for each store.”

Planning and evaluation are equally important in maximising seasonal sales. To meet the varying demands of each store, NP Group conducts pre-sales planning and end-of-season evaluations, which allows them to better anticipate the stock and POS materials required for future seasonal events.

“By evaluating what sold well and what didn’t, we can refine our approach and ensure we’re offering the right products in the right places for customers,” explains Anthony.

“Seasonal displays and POS act as magnets that draw the eye and engage customers on a whole new level. In today’s fast-paced retail environment, it’s vital to have a captivating, well-organised space for seasonal items that entices shoppers, encourages browsing, and, ultimately, drives incremental sales.”

In addition to Halloween, Christmas activation is also underway, with stores gradually introducing festive products. According to Anthony: “Christmas is another significant period where creative, well-placed POS and choice can create a festive in-store experience, encouraging customers to shop locally and find what they need without visiting larger stores.”

Both Halloween and Christmas offer strong opportunities for convenience retailers to increase footfall and improve basket spend. The rise in seasonal spending in convenience settings, combined with strategic activation, ensures that stores remain competitive and relevant for shoppers seeking both impulse buys and essential items.

For retailers, these activation strategies not only boost sales but also enhance customer satisfaction by creating an engaging shopping experience that keeps them coming back throughout the winter season.

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PRA executive director Gordon Balmer told industry reps at its Business Breakout session at the Crowne Plaza hotel that the group has fielded more than 100 media interviews over the course of the fuel crisis, including outlets in Australia and the US.

During a visit to Northern Ireland with outgoing PRA chairman Brian Madderson, he explained the background to the fuel crisis and how confidential remarks at a Cabinet meeting were leaked to media, sparking a round of panic-buying.

He revealed that pump prices had hit their highest level since September 2013, with wholesale price rises of more than 4p/litre week on week during the height of the crisis, and warned against the wisdom of the Government increasing fuel duty in November.

Updates

Mr Balmer updated reps on the demographics of Northern Ireland’s market – of 571 sites, 61 are owned by the supplying oil company, 472 are dealer-owned and 38 are operated by multiples.

During the year, the PRA has been lobbying government over the Road to Zero strategy, ATMs and the future of cash and forecourt crime drive-offs.

This week, the PRA has been in a series of meetings with Stormont departments, discussing a variety of issues, including road fuels, organised crime, the introduction of E10, EV charging and the need to improve infrastructure, business rates and fuel laundering. The PRA also met with the PSNI to discuss forecourt crime.

Mr Balmer said the group had been talking to the DVLA and the government about the importance of being able to extract keeper’s details in a timely manner after a driver has left the forecourt without paying.

Many police forces don’t deal with this type of crime, so some UK forecourts have been working with Forecourt Eye – but their efforts are hampered if they can’t get timely details about the vehicle keeper and the crime may have to be written off.

Human trafficking

Meanwhile, Mr Balmer said the PRA had been talking to the Department of Justice about human trafficking and slavery and the issue of hand car washes.

The Car Wash Association is concerned about non-compliant hand car washes and has warned fuel retailers who allow a third party hand car wash to operate on their site of the steps they need to take to ensure that there will be no threat to their own reputation, including having a legally binding lease, planning consents including operational days and times, no labour abuse, and valid Right to Work documents.

Mr Balmer also discussed the latest business rates revaluation in Northern Ireland, pointing out that questionnaires are now available on line and responses must be back to LPS by the end of December.

Transformation

The pandemic has transformed UK forecourts, with fuel retailers increasing their focus on non-fuel categories, Mr Balmer said.

Fewer than 1 in 10 of their shoppers during the pandemic were there on a fuel mission, and the pandemic saw many forecourts operate as standalone convenience stores, with sales of ambient food and chilled ready meals key to that success.

Forecourts are ideal for price-marked promotions, and operators are now utilising apps, allowing them to get to know their customer base better, he said.

The meeting also heard from Adrian Tallant from Eurotank, comparing techniques for cleaning fuel tanks; Kristine Moore from Henderson Technology, who discussed the latest developments in PoS technology and how they can help stores, and Julian Eiers of Edge Petrol who revealed how the company can help forecourts to analyse their data to maximise their fuel pricing strategy.

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