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August Sales Planning

This has been a glorious summer so far and the feedback I’m getting is that trading is good. Obviously soft drinks and water have been great business drivers. Please note that most of the growth in this sector is coming from low or no sugar products.

August will hopefully be another hot and sunny month and for sure everyone should plan ahead with that in mind. Outdoor dining, bbq’s and picnics should be the order of the day and the sectors and categories below will see a sales uplift. There is a public bank holiday in England & Wales on 28th August. This will help to push sales.

Also worth noting is back to school planning. Towards the end of the month families start to think about what’s needed for returning to school – see non-food section below.


  • Soft drinks, waters & juices. All the growth in this sector is coming from low or no sugar products.
  • Crisps, snacks, peanuts and savoury popcorn
  • Juices
  • Drinks for mixing with spirits.
  • Back to school: one-shot fruit based drinks – low or no sugar.  Also healthy snacking such as dried fruit packs and fruit & nut bars.
  • Bigger sizes and multi-packs should all be trading up.
  • Beware chocolate confectionery, which trades down in hot weather.


  • Salad dressings and mayo.
  • Canned fish and cold meats.
  • Sauces, ketchups and mustard for bbqs
  • Canned cream, evaporated milk and UHT creams.
  • Trifles and jellies.


  • Lager & cider. Particularly multi-packs
  • Note the massive increase in sales of craft ales.
  • Summer wines: whites, roses and sparkling
  • Small “one-shot” sizes of wines 187ml
  • Premix spirits
  • Note also the increase in Gin sales for cocktails.

Chilled Food & Bakery

  • Salads, coleslaws and dips.
  • Cheese slices for burgers
  • Cooked meats, pork pies, pasties, scotch eggs and sausage rolls.
  • Fresh sausages, burger, chicken portions and kebabs.
  • Bread rolls (for bbqs)
  • Fruit pies and outdoor eating cakes.
  • Fresh onions, tomatoes and salad products.

Frozen Food

  • Ice
  • Impulse ice creams and lollies.
  • Frozen desserts
  • Burgers, sausages and prawns.
  • Alfeesco party food.


  • Charcoal, lighter fluid and fire lighters
  • Cling film and foil
  • Paper tableware, disposable cups, glasses and straws.
  • Outdoor toys – still time to sell these through.
  • Back to school: stationery, protractor sets, pens, pencils, felt tips, rulers, rubbers, pencil cases, files, lunch boxes, juice bottles and school bags


David Gilroy

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