Those glimpses of water balloons, bubbles, and sidewalk chalk brightening up checkout lanes and store displays signal something magical: Summer is in full swing. When grocers create these in-store montages, they set an irresistible vibe, instantly transporting shoppers back to carefree childhood days of neighborhood games and sidewalk art.
This association is hardwired in us. Both taste and smell can trigger powerful memory retrieval, explains a story in the spring 2024 issue of Harvard Medicine, making crave-worthy indulgences the ideal vehicle to evoke summer nostalgia and inspire shoppers to re-create that fun today.
And that creates an opportunity for grocers to tap into this spirit.
Bala Gurumoorthy, Vice President of Category Management for Ferrero, finds that treats are a high loyalty category. “We see a lot of iconic brands choosing to not only offer their beloved core, but add some excitement with limited-time offers that elicit extra interest,” he says, citing a sea salt-caramel Butterfinger Ferrero introduced for summer 2025. “These new flavors entice both our heritage customers and the newer demographics who crave what’s next.”
Ready to turn your shoppers back into kids? Here are five timeless summer activities that can be enhanced by the right sweet treat—and can help spur impulse purchases when merchandised effectively.
Classic Summer Scenario 1: Backyard gatherings and BBQs
Summer cookouts and casual backyard hangs are prime time for easy-to-share indulgences. Shoppers are often grabbing last-minute items before heading to a get-together, which means impulse-friendly packaging and prominent displays are key.
Grocer Tip:
Position single-serve or resealable multi-packs of Keebler Chips Deluxe and M&Ms or Coconut Dreams near high-traffic summer staples like chips, soda or grilling meat. Consider an endcap of “BBQ must-haves,” anchored by a wide array of Keebler favorites. Make it pop with signage with cheerful reminders like “Bring dessert—they’ll thank you later!”
Classic Summer Scenario 2: Beach days and picnics
For outings to sandy shorelines or shady parks, consumers are looking for snacks that travel well and stand up to summer temps. Cookies with a firmer bite like Keebler Sandies Pecan Shortbread offer just the right balance of indulgence and portability.
Grocer Tip:
Create a “No Melt, No Mess” grab-and-go display near the entrance, alongside seasonal items like beach toys, bottled water or picnic ware. You can even pair with complementary items, like a cooler bag or reusable container, to turn a simple snack into a picnic-ready upgrade.
Classic Summer Scenario 3: Summer movie nights
Whether it’s a backyard projector setup, a drive-in double feature, or a simple “couch+fan+streaming” situation, movie nights are a summer ritual. No one hits “play” without snacks in hand, so individual servings and shareable formats are both appropriate here.
Grocer Tip:
Stage a “Movie Night Mix” display with popcorn, soda and boxes of classic treats like Raisinets, Sno Caps and Buncha Crunch to pair with a movie classic. For an extra push, offer bundled pricing or cross-promotions (like “Buy 2, Save $1” with microwave popcorn) to create easy add-ons.
Classic Summer Scenario 4: Road Trips
Shoppers want to fuel their journeys with road-ready portable treats that are easy to toss in a glove box or snack bag and preferably bite-sized so they don’t have to worry about crumbs.
Grocer Tip:
Stock bite-size cookies like Mother’s Original Circus Animal Cookies or limited-edition Mother’s Summer Sidekicks Cookies near the checkout or in a “travel essentials” zone with other road-trip staples like jerky, bottled drinks and hand wipes. Or, add a display of Kinder Bueno bars near the coffee to take advantage of this perfect pairing. And don’t forget the Tic Tacs for extra refreshment!
Classic Summer Scenario 5: Camping
The crackle of a campfire and the gooey delight of toasted marshmallows—it doesn’t get more nostalgic than s’mores. But today’s shoppers are open to creative twists on the evergreen fave, such as subbing in Keebler Fudge Stripes Originals or Fudge Grahams for boring graham crackers or Nutella to improve on plain ol’ chocolate.
Grocer Tip:
While s’mores fixings might already be on the list, grocers can facilitate basket building by getting customers to think creatively about potential dessert hacks. And, why not include a display of Fannie Mae S’mores Snack Mix so they can indulge in this quintessential taste of summer anytime?
Become Treat HQ, In-Store and Online
Of course, today not all shoppers are visiting the store, notes Gurumoorthy, who recommends extending these opportunities to online execution. “Make suggestions that are relevant to the digital moment, whether shoppers are ordering for delivery or pickup,” he says, such as a popup near other related ingredients or merchandise.
After all, summer is as much a mood as a season. “Power brands drive store trips, and it’s a great season for grocers to jump into playful themes. Success often hinges between familiarity and discovery. We recommend merchandising core flavors prominently, ensuring we meet shopper expectations and drive conversion. At the same time, leveraging the “new news” with limited time offerings in disruptive locations to spark impulse and create moments of surprise, enhancing the basket and building the shopper engagement,” says Bala Gurumoorthy
Summer sells itself, but the right products and displays can help each aisle do a little more heavy lifting. To find out more about Ferrero brands that can help you delight your shoppers, visit Ferrero North America.
