Gaining Insights into Convenience Store Customers

MSA and Paradigm Sample, in partnership with Convenience Store Decisions, delve into c-store shoppers’ attitudes about buying seasonal and holiday candy.

By Trish Temmerman, Contributing Editor.

With Halloween and Christmas just around the corner, we are approaching that time of year when some of the most widely recognized seasonal confectionery items are purchased and consumed: candy corns, Reese’s Peanut Butter Pumpkins and Bells, striped candy canes and Green and Red M&Ms.

According to the National Confectioners Association, seasonal sales in 2010 accounted for $6.6 billion, and they are projected to increase to $6.7 billion in 2011. Halloween is expected to continue the trend of being the top season, with 34% of the seasonal market, followed by Easter (31%), Christmas (22%) and Valentine’s Day (14%).

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