Nielsen data for the past eight weeks ending Dec. 24, 2016, shows US confectionery sales totaled $1.2bn during Christmas last year. Additionally, Christmas has the highest chocolate purchase incidence of any season.
Mars said it backed its Christmas 2017 portfolio with “dedicated marketing support” throughout the season. The multimedia, multi-brand marketing campaign will include national television (in the US), print and digital advertising, social media, in-store merchandising and more.
On the UK-based Choc on Cho’s side, the company is expected to double its growth via its e-commerce channel this holiday season with direct sales from customers.
“Our trade retail is already over 30% up compared to last year as we started the season with a new all year-round contract with Waitrose and renewed Christmas listings at John Lewis stores across the UK,” said Choc on Choc’s CEO, Flo Broughton.
“At Choc on Choc, our sales strategy will be direct marketing to our online customers and advertising in the highest hot spot of where our customers live,” she said. “We target specific locations across the country (UK) via social media and have found this to be extremely successful.”