STORES

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The Halloween season is getting longer, and that means more opportunities for companies like Hershey to capitalize on the holiday spirit. But the candymaker doesn’t just ship out more Halloween-themed products. It works closely with retailers on merchandising to drive sales and increase basket size across a multi-month period.

The early, middle, and late parts of the season each require their own strategy, Stephanie Berman, VP of retail at Hershey, told Retail Brew. In the early weeks, she explained, the focus is on personal enjoyment and small gatherings, so the product mix leans toward individualized snack sizes. Then consumers gradually shift toward events and celebrations, and larger packages come to dominate the mix.

Managing this changing flow of product is part of Berman’s job. She spoke with Retail Brew about how Hershey is collaborating with retail partners, using new technologies to track shelf conditions, and taking a hands-on approach to merchandising—as its 1,100-person retail field team hits the aisles this spooky season.

Keep reading here.—AV

      

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E-COMMERCE

Francis Scialabba

Halloween-themed shopping, early holiday prep, and winter-related cozy home goods were trending on Shopify in September, according to the company’s monthly sales data shared first with Retail Brew.

Orders for Halloween costume onesies and jumpsuits for babies spiked in September at 209%, and demand for Halloween-themed costumes jumped 198%. Meanwhile, true to tradition, orders for cloaks and capes, as well as Halloween-themed dresses rose 157% and 95%, respectively. And, orders for fog machines notched up 46%.

Spending on Halloween is expected to hit $13.5 billion this year, according to the National Retail Federation’s annual consumer survey. That number is expected to be slightly higher than the $13.1 billion spent last year.

Keep reading here.—VC

      

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MARKETING

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Despite fears of inflation and price gouging—and President Trump’s recent positive comments about inflation that it could help “very rapidly” pay down the national debt—Walmart is signaling that prices are moving in one direction: down.

Last Sunday, Walmart CEO John Furner wrote a letter to customers doubling down on the company’s commitment to “Every Day Low Prices (EDLP),” and denying it will engage in personalized pricing through its new electronic shelf labels.

Keep reading here.—AV

      

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swapping skus

Today’s top retail reads.

Unstoppable: US consumers keep buying more stuff despite higher prices and long-running concerns over inflation. (the Wall Street Journal)

In the red: President Trump announced a plan on Monday to ease limits on tax-exempt red dyed diesel, typically used for farm equipment. (Bloomberg)

Buckeye state bulk: Walmart is building a $300 million warehouse near Cincinnati, Ohio, specializing in larger, non-sortable items. (REDI Cincinnati)

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Morning Brew

Hibbett has roughly 1,000 stores and holds onto 99%+ of its mobile audience, which is a better retention rate than most people’s New Year’s resolutions. On Oct. 14, Hibbett’s Kayla Brown and Vibes’ Mara Miller break down the campaigns behind it, plus the mobile-first ideas they’re saving for holiday. Save your spot.

Jobs

Tired of one-size-fits-all job boards? CollabWORK highlights roles that reflect your interests and goals—delivered through communities like Retail Brew. Click here to explore the full job board.