Bestway has launched a summer campaign to help retailers increase basket spend and react quickly to weather-driven spikes in demand across impulse categories.
The campaign, called ‘Red Hot Deals – Whatever the Weather’, will run until 10 September across its depot network.
Some key features include BBQ-themed theatre alongside “strong pricing” and supplier-backed promotions, designed to influence purchasing decisions at fixtures and help retailers build the right range for summer, according to the wholesale giant.
The activation aims to simplify seasonal ranging by highlighting proven, high-performing SKUs that help retailers capitalise on key summer missions including BBQs, staycations, sporting occasions, picnics and last-minute top-up shops.
The campaign is also featured across Bestway’s website and app, giving its delivered customers access to the latest deals as well.
Bestway’s weather-responsive digital tool will also return for 2026, which enables retailers to align stock decisions with local weather forecasts. It aims to help retailers react quickly to short-term demand spikes across key drink and food-to-go items.
Bestway said availability was critical to ensure retailers had the right products in stock at the right time to capture seasonal sales opportunities.
“Summer remains one of the most important trading periods for independent retailers, particularly across impulse-led categories,” said Bestway Wholesale group trading director Kenton Burchell.
“Warm weather changes shopping behaviour quickly – frequency increases, convenience missions become more important and demand can move fast across categories such as soft drinks, alcohol, snacks and confectionery.
“Our role is to make it as easy as possible for customers to buy the right products, at the right price, at the right time, while helping them drive both footfall and basket spend.
“We’ve built ‘Red Hot Deals – Whatever the Weather’ to reflect how retailers actually trade: fast-moving, reactive and increasingly influenced by local conditions. Whether shoppers are planning BBQs, watching sport, enjoying staycations or making last-minute top-up trips, availability is critical.
“By combining strong pricing, clear in-depot execution and digital support, we’re helping customers convert opportunity into profit. This campaign is designed to give retailers the confidence to back key summer categories, maximise availability during peak demand and make the most of every seasonal sales opportunity.”
No comments yet