Frieda's Specialty Produce Promotes Chinese New Year for Additional Winter Sales
LOS ALAMITOS, CA – Retailers looking to offset the winter sales slump should take advantage of Chinese New Year promotions and build relationships with Asian-American shoppers, the fastest-growing population segment in the U.S., according to Frieda’s Specialty Produce. The specialty produce provider has inspired retailers with its Chinese New Year display programs for over 43 years.
“Asian-Americans are the fastest growing population with significant buying power and Asians of Chinese ancestry represent about 20 percent of the group,” said Karen Caplan, President and CEO of Frieda’s Specialty Produce. “A Chinese New Year promotion is the opportunity for retailers to serve the Asian-American community, so retailers must have these traditional ingredients in store to attract Asian-American shoppers. Working with seafood, meat, and floral departments on Chinese New Year promotions will further boost sales.”
Chinese New Year—also called “Lunar New Year” or “Spring Festival”—is one of the biggest food holidays worldwide. Beginning of January 28, the holiday is celebrated for 15 days, during which time fresh produce, meat, and seafood are feasted on.
A recent study by Nielsen reports that the population of Asian-Americans is expected to grow by some 5.5 million people in the next five years, ballooning from 20.5 million in 2016 to 25.7 million in 2019. The study also noted that Asian-Americans purchased significantly more fresh produce than the population at large—72 percent more fresh veggies and 29 percent more fresh fruit.
“When we first introduced the concept of promoting Chinese New Year in product departments back in the 1970s,” said Caplan, “we saw it as an opportunity to introduce Asian fruits and vegetables to non-Asian shoppers. Now, promoting Chinese New Year will draw in Asian shoppers.”
Top selling items during Chinese New Year include fresh vegetables like ginger, daikon radishes, bok choy, gailan, napa cabbages, snow peas, and sugar snap peas. Many fruits are also enjoyed by revelers during the season, among them: kumquat, mandarins, pummelos, oroblanco, Buddha’s Hand citron, and persimmons. Retailers looking to capitalize on the opportunities afforded by the holiday should have a good supply of these in stock.
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