February is synonymous with Valentine's Day, which is no secret, but Valentine's is largely a one-day event in a supermarket. Retailers have long capitalized on the thrill of the hunt and making it ever so easy for consumers to spend their dollars because they need to arrive home with something in hand. We can all relate to the anxiousness of last-minute customers who run into the store to grab flowers, wine, probably steaks or lobster, candy – and hopefully strawberries, asparagus and potatoes – for their perfectly planned evening.
According to the National Retail Federation (NFR), Valentine's Day is the fourth-highest consumer spend occasion of the year behind Christmas, Mother's Day and Easter. Of course, the floral department commands the most attention on Valentine's Day, garnering as much as 30-40% of the store dollar volume on that one day.
So, what can retailers do in 2020 to make this Valentine's Day special for their customers? Many have turned Valentine's Day into a storewide thematic occasion that includes chocolate dipping stations with ready-to-go, long-stemmed dipped berries or made-to-order dipped berries with special messages added to them.
Meanwhile, the wine, bakery, seafood and meat departments do their part to help customers complete their Valentine's Day shopping list. Special checkout lanes decked out in Valentine's Day balloons and quick pickup items make the trip even more pleasant for customers.
Video: Here are a few Valentine's Day displays spotted by The Packer last year.
But here is the challenge: Valentine's Day is on a Friday this year, which means couples have other options since it is essentially a weekend evening. In my time at retail, a Valentine's Day on Friday through Sunday meant fewer sales opportunities. Retailers must think differently to make Valentine's a multiday occasion. Consider creating a sense of surprise or anticipation. Love is love, right? So February can be a chance to celebrate and indulge in foods we love as well. Growers, processors, supply partners and food celebration calendars can all serve as sources of inspiration for produce marketing and merchandising. Here are just a few ideas for February.
National Potato Lover's Month
Thanks to the Idaho Potato Commission (IPC), February has become a huge opportunity for the tater tuber. February is designated National Potato Lover's Month. The annual IPC potato display contest has become a highly sought-after prize by retailers small and large. Contest winners receive prizes and recognition for showcasing amazing creative merchandising skills and merchant innovation, all designed to provide customers with unique products and promotions.
Retailers can further increase excitement around potatoes during this time frame with specialty varieties and smaller pack sizes. Including these items in the assortment allows retailers to increase rings and decrease shrink in the category. Be opportunistic and offer packages or items you wouldn't typically carry during this promotional period. What can be learned may surprise you and could completely impact how your potato category looks going into the spring season.
Mardi Gras, an unexpected opportunity for produce sales
If you are anywhere north of Gulf Coast or Louisiana this time of year, football season is behind you, winter is still causing havoc and you long for spring. But in my hometown, it's Mardi Gras season, as we say. A time of celebration and some partying, but also a time for retailers to capitalize on the jubilant mood. How does this have anything to do with produce retail?
Fat Tuesday, or Mardi Gras Day, is Feb. 25 this year. However, the season is already underway as of Kings Day, which is the Epiphany, on Jan. 6, and the season coincides with the unofficial beginning of crawfish season, or “mudbugs” as some call them, and people love their boiled crawfish and a Mardi Gras parade.
Crawfish at one time were extremely cheap, but now, due to extreme demand from other southern states, live crawfish have doubled or even tripled in price. Now a sack of live crawfish (32-35 pounds) will cost $75-$140 dollars. How does this impact produce, you might ask? The answer is a great deal.
Crawfish boils (and shrimp boils and other variations) have become an art form, from the secret seasoning to the items added to the boil – which are mostly fresh produce! It is not unusual for a customer to purchase a sack of crawfish but also buy mushrooms, corn, potatoes, onion, garlic, celery, lemons, carrots, Brussels sprouts, cauliflower, artichokes – baby preferably – and the list goes on.
So, here is the deal: fresh live crawfish are not cheap, and adding fresh produce to the boil lowers the average cost per person who will partake in the occasion. The produce department benefits heavily during the live crawfish season, which runs from late December through Father's Day, with the peak season being from just before Mardi Gras through Mother's Day. I have witnessed a single store selling a full pallet of 16-ounce white button mushrooms in a single day during Easter week. It's that big of a deal, and one that everyone should experience at least once.
Interestingly, Mardi Gras in the U.S. originated in Mobile, Ala., in 1703, which at the time was the capital of the Louisiana territory, but today New Orleans is where the biggest U.S. celebration takes place. Mardi Gras has expanded beyond the region in the U.S. and is also celebrated globally in one form or another. What started as a one-day event of feasting has become a way to celebrate food and culture, where produce can play a starring or supporting role.
PMA's new retailer award
If you know someone who does a fantastic job taking advantage of these kinds of opportunities, nominate him or her for PMA's new Retail Award for merchant innovation. The nomination deadline is February 14.