Spring, summer, fall, winter… storage and organization? Most shoppers see the seasons change four times a year. Retailers see anywhere from 13 to 20 and all those seasons are designed to get shoppers into their stores.
“Storage and Organization” comes the first weeks in January at Target Corp. It’s a chance to display products that might appeal to shoppers’ New Year’s resolutions like exercise equipment. Sam’s Club, part of Wal-Mart Stores Inc., celebrates “Fall Gatherings” in October with displays of rakes, sweaters and comfort food. Late fall at Supervalu brings the less-than-celebratory “Cough, Cold and Flu” season, not to be confused with late spring’s “Allergy Season.” In stores now: “Back to School/Back to College.”
A key goal is to get people to buy impulsively, something they do less of these days. The number of impulse purchases fell to 15% of purchases in 2010, from 29% in 2008, according to market-research firm NPD Group.
The average shopper visits a big-box store once every two to three weeks, NPD says. Shoppers go to the grocery store, by contrast, every seven to 10 days. By adding grocery items prominently, stores are trying to get people to make more frequent shopping trips.
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