It’s the most valuable real estate in the whole damn store.
It’s just a few square feet by the cash registers, but every single customer is eventually funneled through the checkout lanes, and its merchandise is reachable by even the littlest of shoppers. Candy has always been a top seller for supermarkets, but in recent years it’s moved to the front of the store at specialty retailers like Old Navy, Bed Bath and Beyond, Babies R Us, and Sports Authority.
Most shoppers assiduously avoid the candy aisle.
Just 25% will even go there, and when they do, they linger for fewer than 30 seconds. But good intentions and self-restraint are no match for the extended captivity of the checkout lanes where 58% of shoppers buy candy at least once a month. We’re not talking about the chewing gum and mints that 63% pick up on a regular basis, but real candy like Kit Kat bars and Twizzlers and M&Ms.
Cigarettes are out; candy is in.
Retailers are going tobacco-free, following the lead of stores like Target and CVS, and where they’re not, municipal governments are imposing their own sales bans. Stores have leapt to fill the void left by cigarettes with expanded offerings of soda, chips, and especially candy. In the process we’ve traded one threat to public health for another.
The New England Journal of Medicine addresses the insidious nature of sugar consumption in the article Candy at the Cash Register — A Risk Factor for Obesity and Chronic Disease. The authors takes retailers to task for the way they harness sophisticated marketing techniques to deliberately bypass our cognitive controls and steer us toward unhealthy impulse purchases. The authors contend that it’s not the candy itself, but its placement at cash registers that creates the risk factor, and argue that that moving candy to other store locations should be mandated as a service to public health. They say it’s just like safety requirements for window guards or balcony railings—we know it’s dangerous to go right to the edge, but sometimes we wander a little too close and need to be protected from our own limited capacities.