National Candy Month in the Marketplace

Results-Driven Success Stories

These companies used National Candy Month to launch summer promotions, close the sales gap between Easter and Halloween and delight shoppers. Find out how! Click each logo to learn more.

Hy-Vee Logo

Developing National Candy Month into a fifth season

Third annual National Candy Month participation

Coburn's

The third year promoting National Candy Month saw a 15% increase over 2021.

McLane

Promoted National Candy Month via Virtual Tradeshow format

RaceTrac

15% margin lift with Summertime Sweets and National Candy Month

13.5% sales growth with its second National Candy Month

Results-Driven Executions

Hy-Vee

Hy-Vee Logo

Hy-Vee knocks National Candy Month out of the park with double-digit sales growth for the third year in a row.

Hy-Vee

Hy-Vee knocks National Candy Month out of the park with double-digit sales growth for the third year in a row.

What started as a way to grow sales between Easter and Halloween is now developing into a fifth season for this regional grocery chain. About the Hy-Vee 360 stores participated (grocery and convenience stores). Stores that participated saw a 103% lift in $ sales and 74% increase in unit sales. Sales increase was more than double over stores that did not participate.

Hy-Vee Logo

How they did it:

Hy-Vee developed a fully integrated marketing campaign with in-store signing, shelf talkers, banners, National Candy Month secondary displays, advertising and special product promotions around the theme and graphics: Share the Sweetness of Summer. Hy-Vee’s incorporated its popular theme for “Candy Carnival” that add excitement for consumers and employee engagement. Store employees work together to develop the most creative store display around this theme. The winning store received $5,000 to split among its team members. Hy-Vee partnered with The Hershey Company, Mars Wrigley, Morinaga, Lindt, American Licorice Company and other manufacturers to support National Candy Month with promotional deals throughout June.

Learn more about Hy-Vee’s National Candy Month by watching this 3-minute video on their success:

Learn more about Hy-Vee’s successful execution of National Candy Month in our Blueprint for Successful Activation.

National Candy Month Promotion Results

Double-digit

sales growth for the second year in a row

Motivated & engaged store employees with a

Chainwide Display Contest

Successful in

Closing the sales gap

in the candy category between Easter and Halloween
Todd Gean

“In 2022, we had nearly half of our stores participate in National Candy Month. The participating stores showed a 103% dollar sales lift, a 74% unit increase and 2X sales increase over non-participating stores. This is the third year in a row that Hy-Vee has had double-digit sales increases during National Candy Month. It is truly becoming a 5th season for our stores.”

Todd Gean
Category Manager – Candy

In-Store and Promotional Examples

Hy-vee developed a National Candy Month secondary display with special product offers, in-store signing, banners and shelf talkers around the theme: Share the Sweetness of Summer.

About Hy-Vee:

Hy-Vee is a chain of supermarkets in the Midwest, with more than 265 locations in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin.

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RaceTrac

RaceTrac

RaceTrac sped into National Candy Month and crossed the finish line with a 15% margin lift.

RaceTrac

RaceTrac sped into National Candy Month and crossed the finish line with a 15% margin lift.

RaceTrac kicked off National Candy Month with a red, white and blue patriotic theme on a special endcap calling out “Summertime Sweets.” The chain featured limited time offer chocolate and non-chocolate items in a share-size format – perfect for consumers traveling on summer road trips. The promotional strategy worked, and RaceTrac revved up its summer candy category with incremental sales.

RaceTrac

How they did it:

RaceTrac worked closely with Mars Wrigley and Mondelēz to develop promotional, limited time offer deals and a special “Summertime Sweets” themed endcap. The secondary display was placed in a high-traffic area of the store and drove consumers to the candy category during National Candy Month.

National Candy Month Promotion Results

Limited Time Offer promotions drove excitement and engagement to the candy category.

15%

margin lift

during the National Candy Month Promotion

Featuring share-size items met consumers looking to stock up for road trip snacking.

Madeline Crandall

“National Candy Month has been a highlight for RaceTrac over the past few years to capitalize on a fun, exciting, basket-building category. We’re already looking forward to and thinking about what we can do in 2022 to continue the momentum!”

Madeline Crandall
Category Manager, Snacks and Candy

In-Store and Promotional Examples

RaceTrac themed its National Candy Month endcap with a red, white and blue patriotic theme. It focused on limited time offer sharing-size chocolate and non-chocolate items to meet their consumers’ need for road trip treats.

About RaceTrac:

RaceTrac is a chain of 555 gasoline service stations and convenience stores operating in seven southern states.

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Coborn’s

Coburn's

Coborn’s continues to build momentum and impressive sales results with its third National Candy Month promotion.

Coborn’s

Coborn’s continues to build momentum and impressive sales results with its third National Candy Month promotion.

Coborn’s delivered a 15% sales lift over their 2021 National Candy Month promotion in June. Coborn’s repeated what worked so well – in-store contests, price promotions and secondary displays – and added new elements to keep the promotion fresh and exciting with cross promotions, a display contest between stores and a robust social media campaign.

Coburn's

How they did it:

Key success drivers that drove Coborn’s 15% sales increase:

  • Worked with vendor partners – The Hershey Company, Mars Wrigley, KLN Candies, Pearson’s, Lindt, Tootsie, Albanese, and Mondelez – to develop and deliver promotions and display.
  • Drove excitement and traffic to their stores with advertising and a social media campaign.
  • Leveraged in-store display signing, secondary display and cross merchandising.
  • Hosted a contest to give their shoppers a chance to win a five-pound Hershey’s bar at each location.
  • To develop and deliver promotions. Increased engagement with store employees with a display contest between stores. Winners received baseball tickets, gift cards and more!

National Candy Month Promotion Results

Sales increased

15%

over last year’s promotion

A strong social media campaign drove shoppers into

Coburn's

during June

In-store contests added

FUN & EXCITEMENT

to the National Candy Month promotion

Deb Sammon

“National Candy Month is a perfect promotion to kick off summer! This is the third year we participated, and we continue to build momentum and see happy shoppers and positive sales results – we were up 15% over 2021.”

Deb Sammon
Category Manager

In-Store and Promotional Examples

Coborn’s delivered robust results during its third National Candy Month promotion with price promotions, cross-merchandising and secondary displays and a strong social media campaign

About Coborn’s:

Coborn’s is a Midwest chain of 106 grocery stores located in Minnesota, North Dakota and South Dakota.

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TravelCenters of America

TravelCenters of America built on the successes of past National Candy Month promotions to deliver double-digit growth in 2021 and continued dollar increases in 2022.

TravelCenters of America

TravelCenters of America built on the successes of past National Candy Month promotions to deliver double-digit growth in 2021 and continued dollar increases in 2022.

TravelCenters of America continued to build on their previous National Candy Month promotions with strong vendor partnerships, focused displays and a social media marketing campaign.

How they did it:

TravelCenters of America worked closely with most of their manufacturers, including Mars Wrigley, Ferrero and Mondelēz, on promotional deals for its guests. The month-long promotion in June included two promotional endcaps, in-store signing (floor and door decals), secondary displays, social posts and compelling price promotions. To get its store associates excited to participate, TravelCenters of America encouraged stores to create secondary National Candy Month displays.

National Candy Month Promotion Results

2021 saw

Double-digit percent growth

on the confectionery category during June

led by standard & King/Share size candy bars.

Momentum is building!

2022 was TravelCenters of America’s

3rd year

participating in

National Candy Month
Promotion engaged store employees in a

fun and morale-boosting

display creation
Peter Kempton

“We participated in National Candy Month in 2020 for the first time and were amazed by the positive response we received from both our consumers and our employees. In 2021, we worked with our internal marketing and social media teams and our vendors to create a bigger and better promotion that included special endcaps and promotional deals. Our vendor partners also played an important role in making National Candy Month a success for us.”

Peter Kempton
Category Manager – CenterStore

In-Store and Promotional Examples

TravelCenters of America encouraged store employees to create their own unique displays to support the National Candy Month promotion.

About TravelCenters of America:

TravelCenters of America is a full-service truck stop and travel center company, operating 272 stores across 44 states.

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S. Abraham & Sons

SAS Logo

S. Abraham & Sons (SAS) drove a 13.5% sales lift for its second National Candy Month promotion, seeing 7.5% unit growth over 2021.

S. Abraham & Sons

S. Abraham & Sons (SAS) drove a 13.5% sales lift for its second National Candy Month promotion, seeing 7.5% unit growth over 2021.

Thanks to great vendor support, SAS promoted 10 full pages of deals on 80 confection items in the June Monthly Marketing Publication. Free point-of-sale kits were offered, which included window clings and shelf danglers calling out National Candy Month to drive home the promotion at retail. To push sales over the top, SAS launched an innovative internal sales contest that drove a 13.5 percent sales growth for the entire confection category over the already successful program last year.

SAS Logo

How they did it:

Following the success of the promotion last year, SAS added a bonus sales competition where reps provided stores with SAS’ published National Candy Month Planograms that included 28 total confection items that were either on sale for the month or recently launched into distribution. Reps sent images in for a chance to win one of seven $1,000 prizes available. This resulted in 145 stores dedicating an endcap space for National Candy Month. Additionally, many stores uniquely promoted the program with video boards, props or markdowns to execute the promotion at the consumer level. This led to a total 7.5% unit growth over last year, with the items included in the POG seeing as high as 68% unit growth.

National Candy Month Promotion Results

13.5%

sales growth within the entire confections category

vs June 2020

Ten full pages of deals on

80

confection items

in the June 2021 Monthly Marketing Publication

145+

stores

dedicated an endcap space for National Candy Month

“Seeing the growth of this program a second year encourages us to continue to invest in innovative promotions. Candy is one of the most important categories in the convenience channel and SAS is fully committed to offering innovation not only in the products we offer, but the way we advertise and promote. We are already exploring how we can grow the excitement again next year!”

Alyssa Snyr
Category Manager, Confection & Snacks

In-Store and Promotional Examples

SAS produced point-of-sale kits, including door and window clings and shelf danglers to promote National Candy Month in secondary locations throughout the store.

About S. Abraham & Sons:

S. Abraham & Sons (SAS) is a wholesale distributor that services 2,500+ convenience channel independent and chain account retailers across the Midwest. SAS is a division of Imperial Trading Company and the nation’s fifth-largest convenience store distributor.

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McLane

McLane

McLane participated in its first National Candy Month promoting resources and information via its Virtual Tradeshow.

McLane

McLane participated in its first National Candy Month promoting resources and information via its Virtual Tradeshow.

McLane

How they did it:

The McLane Edge site was visible to customers in early March through April 15th promoting the National Candy Month Virtual Tradeshow and NCA resources. An email was also sent to sales teams about exciting promotions from Hershey, Albanese, PIM, Storck, American Licorice and Tootsie/Charms to help their customers celebrate with consumers.

“[I was] so excited to offer this to our customers and have the support of the confection suppliers!”

Hope LaGrone
Product Director , McLane

Promotional Examples

About McLane:

McLane Company, Inc. is one of the largest supply chain services leaders in the United States, providing grocery and foodservice solutions for convenience stores, mass merchants, drug stores and chain restaurants. Through McLane Grocery and McLane Foodservice, McLane operates over 80 distribution centers and one of the nation’s largest private fleets. The company buys, sells and delivers more than 50,000 consumer products to nearly 110,000 locations across the U.S. 

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Get Started with National Candy Month

Contact Lynn Wylie, Vice President of Industry Affairs