The timing of Diwali, Halloween and Bonfire Night this year presents an ideal chance to gain incremental sales on fireworks. For retailers looking to see their sales rocket, Bestway Wholesale is offering a ‘buy one get one free’ on all fireworks in the run-up to Diwali through to Bonfire Night.
The BOGOF 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 barrages – all buy one get one free.
Tony Holmes, Sales Director Retail for Bestway Wholesale, said the opportunity to benefit from the seasonal sales of fireworks was 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 pointed out that retailers wishing to sell fireworks must apply for a licence from their local authority or trading standards office but argued 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.
“Admittedly, there is a cost to achieve a licence to sell fireworks due to government legislation but it is a fairly simple process. With the BOGOF deal available through Bestway and Batleys depots, retailers who promote and price fireworks effectively will see their sales explode and soon recoup the licence fee. For example, if we look at the largest shot box on offer, which retails at £127.99, retailers can make over 158% POR if they sell packs individually or they could choose to reward customers by offering a retail BOGOF and still make over 30% POR.”
All fireworks lines are available as a pre-sell now to Best-one and Xtra Local members until 31st August while 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 cash and carry depots.