The timing of Diwali, Halloween and Bonfire Night this year offers retailers the ideal occasion to gain incremental sales on fireworks, says Bestway Wholesale.
Bestway Bstleys is offering a “buy one get one free” on all fireworks in the run up to Diwali through to Bonfire Night. The fireworks range in Bestway and Batleys depots is the company’s largest ever with over 100 SKUs ranging from pocket money sparklers to £100+ RRP selection boxes and multi-shot packages – all on BOGOF.
Tony Holmes, sales director retail for Bestway Wholesale, says: “This year we really do have something for everyone with over 100 firework skus ranging from mammoth sparklers to multi-shot barrages. The opportunity to benefit from the seasonal sales of fireworks is huge. Although some retailers sell fireworks all year round, 93% of firework sales through Bestway and Batleys depots come within a four week period around November with the bulk of the remainder selling around the New Year period.
“With traditional categories such as grocery and tobacco under pressure, retailers need to embrace new occasion-based missions to significantly add to their bottom line. Events such as Diwali and Bonfire Night offer real opportunities for growth as these events offer ideal social occasions with friends and family gathering together at home. So in addition to traditional firework sales, there is a massive opportunity to service these missions by stocking the right products to satisfy consumer needs such as larger take-home packs of beer and soft drinks, sharing packs of snacks and confectionery and event-related food and drink, making sure all these are highly visible to shoppers.”
Holmes points out that retailers wishing to sell fireworks have to apply for a licence from their local authority or trading standards office but argues that the licence is an investment rather than a cost with Firework Code safety leaflets available from local Trading Standards Departments and manufacturers free of charge.
All fireworks lines have been available as a pre-sell now to Best-one and Xtra Local members and unaffiliated independents can stock up at depots when products arrive at the end of September. Due to health and safety regulations preventing the delivery of fireworks to individual stores, fireworks are only available to collect from Bestway and Batleys depots.