FESTIVAL FRENZY: HOW RETAILERS CAN BEST PREPARE FOR THE EVENTFUL SUMMER SENSATION
Festivals have got to be the best time of the year for any young person interested in music and alcohol; the loud music, the party vibes, the club-feel in a cool open field with a much later closing time and better air circulation. What’s not to like?
For anyone that partakes in the enjoyment of this festival season, it’s no secret that drink pays a very big part in it. Festivals are usually seen as a reason to crack a can open and get buzzed with friends, all whilst enjoying various musical artists at the same time.
What does this season mean for retailers, we wonder?
Aside from the very obvious water bottle and bottled booze sales, shop owners can also look forward to RTD cans and cans of lager flying off the shelves; for those who again, like to ‘crack a can’ open as easily as they can carry it, these are a safe bet.
Furthermore, water bottles and cans are often recyclable and much easier to spot in the aftermath when the music’s over, making it the perfect type of drink to bring to a place where glass seems life more of a liability.
Retailers whose shops are located close to summer festivals should capitalise on this season, as customers are most likely to impulse buy last minute items needed to further enhance their experience; from the smaller things such as chewing gum and Rizlas to the bigger sales, like disposable BBQ sets.
Sun cream sales are also expected to be on the rise, as they are every summer season when the sun is out and scorching. Shop owners are advised to keep these ready to purchase near the till regardless of the season, as there’s always a reason to have sun cream available; customers go on international holidays all-year around, for example.
Keeping the shelves stocked and ready with these convenient bottles of protection will not only have more than half of the Main Stage crowd sighing in relief, bum-bags clutched at the ready, but people who are watching the exact same festival at home too; most likely in the garden.
Leading on from this, festivalgoers aren’t the only demographic that retailers should prepare for. Shop owners who aren’t anywhere near these events should still bear in mind the people at home; many festivals and music events are televised, watched by family and friends over a mirage of snacks and food purchased from their local convenience shop.
The convenience of this is a selling point for retailers across the nation, as not everybody will have the ability to actually attend the event; meaning a probability of slightly less sun cream sales and more at-home BBQ and ice lolly purchases.
Overall, unpredictable summer weather and the fear of wasting away a summers’ day practically ensures a wide audience of consumers; again, not everyone can go but most people have TVs at home and most people will probably watch in large, hungry groups.
Both pose well sales-wise, perhaps even better throughout the sector as being located in certain areas can be seen as ideal but not mandatory.
Our advice, as always, is for retailers to keep up with the demand and make sure that their shelves stocked and ready not just for the festivals, but for the summer weather too. We also advise shop owners to brief workers on store layout item-wise (for example, impulse buys are more likely to expand when similar items are on the same shelf/aisle- an ‘oh, I might need that!’ type of purchase, if you will) to fully capitalise and add to the convenience of the customer.
GLASTONBURY MAY BE OVER, BUT HERE ARE SOME OTHER KEY FESTIVALS FOR THE REST OF 2023 THAT RETAILERS SHOULD LOOK OUT FOR…
GREENWICH SUMMER SOUNDS – 4 to 8 July, Greenwich, London
WIRELESS – 7 to 9 July, Finsbury Park, London
KALEIDOSCOPE – 15 July, Alexandra Palace, London
LATITUDE – 20 to 23 July, Henham Park, Suffolk
CAMP BESTIVAL DORSET – 27 July to 30 July, Lulworth Castle, Dorset
KENDAL CALLING – 27 July to 30 July, Lowther Deer Park
JUNCTION 2 – 21 July to 22 July, Boston Manor Park, London
CAMP BESTIVAL SHROPSHIRE – 17 to 20 August, Shropshire
ALL POINTS EAST – 18 to 28 August, Victoria Park, Hackney, London
CREAMFIELDS NORTH – 24 to 27 August, Daresbury Estate, Cheshire
READING FESTIVAL – 25 to 27 August, Richfield Avenue, Reading
MANCHESTER PRIDE – 25 to 28 August, Manchester
SUNDOWN FESTIVAL – 1 to 3 September, Norwich
And remember, there are always local festivals going on that aren’t as popular but are highly renowned by their respective communities, so keep an eye out for any that may take place in your area!