All plain M&Ms taste the same; but the springtime pastel ones are not very appealing when opening presents from Santa. It is this connection with season- and holiday-specific colors and graphics that has all types of food marketers formulating festive foods.

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 11.0px Verdana} All plain M&Ms taste the same; but the springtime pastel ones are not very appealing when opening presents from Santa. It is this connection with season- and holiday-specific colors and graphics that has all types of food marketers formulating festive foods.

Candy companies were the first to recognize that consumers are willing to dig a little deeper into their wallets around holiday times. According to the National Retail Federation (NRF), Washington, D.C., the average American will spend $66.28 on Halloween this year. Second only to costumes, candy eats up the largest chunk of this budget with American families spending an average of $22 each Halloween on confections. In addition to distributing to trick-or-treaters, for many, Halloween would not be festive without candy corn and Hershey Kisses wrapped in the colors of autumn’s changing leaves. The same way a Christmas tree needs peppermint canes and Easter baskets require marshmallow Peeps.

In the dairy world, eggnog is our biggest claim to holiday fame. Though it often goes unfinished in my house, I always have some on hand for holiday entertaining. And I grew up with a lamb-shaped butter served at Easter brunch. Every year I now purchase one…even if we will be out of town. The nostalgia is worth every penny.

Retailers have learned that consumers will often splurge on holiday-themed foods, especially on products that promise to “put them in the spirit.” People tend to buy more specialty and thematic foods throughout the winter holidays then during the rest of the year. There tends to be a sense of urgency to purchase the themed product, since product is often limited and there’s a chance the store will run out. Waiting for it to go on sale is not an option. People also connect seasonal celebrations with their childhood, which rouses a variety of emotions. Emotion is a key factor that makes people buy a product, with many consumers being less price sensitive during holidays.

Advancements in food processing and packaging technologies enable more marketers to benefit from holiday spending. Seasonal products do not require a great deal of science. Sometimes it’s simply packaging graphics or package size. Other times, it’s a color change. Keep in mind, however, such holiday-themed foods can command a premium price before the big day, but are virtually worthless afterwards. Estimating volumes can be tricky, but definitely necessary when dealing with holiday-specific foods.

Ben & Jerry’s has years of experience creating an urgency to purchase limited edition flavors. Just this week, the company announced the return of Pumpkin Cheesecake Ice Cream, and according to the brand’s blog, fans are flocking to the supermarket to grab up these seasonal pints that Ben & Jerry’s predicts will be sold out before the turkey is out of the oven.

Holiday shopping stats

Though Americans are still operating with the recession in the back of their minds and many have fundamentally changed their shopping habits, some findings from NRF’s first holiday survey imply consumers won’t only be focusing on low prices and basic necessities this year. According to NRF’s 2010 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, Worthington, Ohio, U.S. consumers plan to spend an average of $688.87 on holiday-related shopping, a slight rise from last year’s $681.83. Of this, Americans will spend an average of $41.51 on decorations, $26.10 on greeting cards and postage, $86.32 on candy and food, and $16.86 on flowers.

If you have not jumped on the winter holiday marketing bandwagon, there’s still time to put hearts, Shamrocks, bunnies or flags on your product packaging for 2011. The fact is, regardless of the economy, limited edition packages or flavors create excitement among consumers…and help sell product.

Now just between us, those red and green M&Ms that will be discounted 75%-plus after the New Year. I buy them up and get busy sorting. The reds are for Valentine’s Day and the greens make me feel Irish on March 17!