Cherries: Impulse purchases
Catherine Gipe-Stewart, communications manager for Domex Superfresh Growers, Yakima, Wash., said multiple studies show single-bag cherry sales are over 70% impulse purchases.
“Making sure cherries are on display both in produce as well as by the cash register helps sales,” she said.
Another tactic, she said, is cross-merchandising cherries with summer grilling ingredients to add another impulse purchase area.
Other important elements for retailers, Gipe-Stewart said:
- Communicating cherry availability is key to capturing the first sale and the last;
- 42% of cherry buyers bought at least some cherries online in 2020;
- Online shoppers were two times more likely to be a weekly cherry buyer;
- Online shoppers were four times more likely to buy multiple bags of cherries; and
- Over 59% of surveyed cherry buyers were influenced by the health benefits of cherries when they made their decision to purchase last year.
Consumers responded very well to cherries despite the pandemic last year, said Brianna Shales, director of marketing for Stemilt Growers, Wenatchee.
“At the start of last cherry season, we had some concerns at how they would sell in the COVID environment because of decreased store trip frequency and changes in how people shop (online),” Shales said.
“The concern was because cherries have traditionally been an item purchased on impulse.
Consumers responded incredibly well to cherry season last year, and cherries sold quite well in online formats. Quality was exceptional and that helped drive repeat purchases. And of course, retailers did a great job celebrating the seasonality of cherries to their shoppers.”
COVID-19 made the predictability of how shoppers would respond to cherries difficult in 2020, said Dan Davis, director of business development for Oneonta Starr Ranch Growers, Wenatchee.
“Retail was rightfully cautious, and I think we know now that consumers really looked forward to seeing seasonal offerings take center stage,” Davis said. “Our message this year is that retail can have faith that cherries will inspire excitement for the shopping public.”
