About the GMDC study

To identify the size and scope of the seasonal event business—and illustrate how supermarket and chain drug retailers can take advantage of this opportunity—the GMDC Educational Foundation, project sponsors, and the Willard Bishop Consulting project team worked together to develop the latest report, Seasonal Best Practices: A Plan for Productively Engaging in Seasonal Merchandising.

The information and insights contained in the report are based on collection and analysis of information, insights, trends, and benchmarks from consumers, retailers/wholesalers, seasonal product suppliers, and assorted industry experts. Research consisted of the following:

• Interviews with 1,001 consumers from across the country, via online survey, to gauge their general perceptions, preferences, and shopping behavior for seasonal products.

• Information Resources, Inc. (IRI) category and subcategory general merchandise and HBC sales data. This data included five-year annual sales trends for 2000 through 2005, seasonal sales trends over 2004 and 2005, and multichannel benchmarks from IRI's Consumer Network panel.

• Surveys of 22 supplier members provided intelligence on seasonal information, insights, and trends.

• The foundation obtained in-depth category data, category management planning insights/templates/guidance, and consumer trends from an additional 10 leading suppliers in seasonal GM and HBC categories.

• Surveys and visits with 23 leading retail companies rendered insights on seasonal performance benchmarks and insights.

For a copy of Seasonal Best Practices: A Plan for Productively Engaging in Seasonal Merchandising, contact Roy White, v.p., GMDC Educational Foundation, at (212) 679-6026 or rwhite@gmdc.org.