SUMMER 2022 - MAXIMISING EVENTS THROUGH POS

The Summer season is full of events to enjoy, and brands and retailers have the opportunity through POS to engage with their shoppers to help them feel part of these occasions. The report focuses on Pride, Wimbledon, the Platinum Jubilee and the Women’s Euros.

PRIDE:

  • According to Campaign, the LGBT community’s purchasing power, or disposable income, in the UK (the pink pound) is currently estimated to be at £6 billion per year.

  • According to YouGov research in 2020, nearly 48% of Brits noticed companies making their logos Pride-themed during June – for example by using rainbow colours. 31% also noticed social media posts about Pride or LGBTQ+ issues.

PLATINUM JUBILEE:

  • In 2022 the Queen celebrates her 70th year of service with a year-long programme of festivities throughout the UK, the Commonwealth and around the world. An extended bank holiday from Thursday 2nd to Sunday 5th June will be the focus for people to celebrate this historic milestone.

  • Supermarkets and grocery stores were the big winners from the Diamond Jubilee in 2012 taking an extra £213m in the week leading up to the celebrations. Sales were up 11.3% compared with the same week in 2011.*

WIMBLEDON:

  • Wimbledon has a select number of sponsors which typically results in some one-off theatrical POS to boost the summer feeling and add a sense of occasion to stores.

  • Supermarkets also see increases in picnic food and of course strawberries during the Wimbledon fortnight. According to Angus Soft Fruits; if the Wimbledon fortnight coincides with good weather, retailers can factor in a 30% increase in sales.

WOMEN’S EUROS:

  • 2021 saw significant growth in the women’s game, including a £30m sponsorship deal announced for the FA Women’s Super League and Women’s Championship, marking a new record for investment in women’s sport in the UK.

  • Audience numbers for women’s games have climbed. Last year’s 2020-21 Women’s FA Cup final attracted 1.3m viewers on BBC television.

Alongside further trends information about these events, the report reviews previous successful executions across retail to provide inspiration.  If you a brand or retailer that would like a copy of the report, please contact us at info@teamfero.com.

*Kantar

Joy Powell