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SUMMER ENTERTAINING
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SELLING THE SEASON Summer, and the promise of outdoor entertaining, is just around the corner. Here’s how to fire up sales during this key period By Michele Sponagle
After a tough slog of a year, COVID-19 restrictions are being lifted and with them, hopefully, Canadians’ spirits and their desire to entertain friends and family this summer. “Without going as far as to declare summer 2022 as the ‘best summer ever,’ I think that this summer will be a significantly stronger period than we’ve seen over the past few years,” says Jeff Doucette, general manager of marketing agency Field Agent Canada. “More gatherings will be likely and [they’ll] be larger, if restrictions remain lifted.” But, like ants at a picnic, inflation will be the unwelcome guest this summer. It will affect categories like meat, Doucette says. “Retailers may want to consider picking a star protein and developing a ‘won’t be beat’ stance,” he advises. “Become the destination for chicken, pork or ground beef and make a price impression that can be the centre of summer campaigns.”
March/April 2022 || CANADIAN GROCER
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