To understand how seasonal packaging impacts gross margins in a challenging market environment, we conducted research with brands from Mondelez, Mars, and Hershey’s.
Rising cocoa prices were putting major pressure on chocolate manufacturers. CEOs were pushing for supply-chain efficiencies, and promotional calendars were being cut back to protect gross margins. The question was clear: does seasonal packaging create enough value to justify continued investment?
We designed a shelf conjoint to replicate the in-store shopping experience and measure how seasonal artwork influences volume share and consumers’ willingness to pay. Using this approach, we captured over 4,000 purchase decisions from U.S. shoppers in a virtual shelf environment.
The fixture featured multiple brands known for seasonal packs each October, allowing us to compare standard products with Halloween versions, including higher price levels for testing thousands of price points and Halloween-themed packaging scenarios.
One of the key insights from this study is that Halloween-themed packaging doesn’t just shift sales from standard SKUs — it drives incremental growth for brands.
Seasonal designs don’t only engage loyal buyers; they attract new shoppers and expand brand reach during the Halloween period.
The research also showed that festive packs bring more non-Halloween enthusiasts into the category — increasing total category consumption for the season.
