seasonal shoppers & the new rules of the confectionery aisle

How shopper videometrics reveal what’s actually driving seasonal purchase decisions — and what brands must do to win the trip before it starts.

Seasonal shopping has always been emotional. But the forces shaping today’s seasonal shopper — economic pressure, social media, private label expansion, and AI-assisted planning — are rewriting how purchase decisions get made, long before anyone reaches the shelf. Nailbiter’s five-year behavioral tracking with Mars Wrigley reveals the shifts national brands can’t afford to miss.

what we cover:

• How the definition of “value” has changed across seasonal occasions
• Why influencers and social commerce are reshaping rituals — and how brands can get ahead of it
• What display and in-store execution actually moves the needle, and what the data says about conversion