Pancake Day – Retailing Best Practice

Key Facts

  • Understand the best examples of category execution for Pancake Day
  • 6 reports, one for each year from 2016 to 2021.
  • Each report features examples of signage, promotions and category execution from the major stores in the U.K.
  • Drive sales with our reports, we capture all the examples for each event and enable you to look at execution from several years too.
  • Leading retailers from the UK are all featured, enabling you to learn from the best.


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This retailing best practice document focuses on Pancake Day, a traditional UK event also known as Shrove Tuesday, Pancake Day always occurs on a Tuesday, before Lent begins on Ash Wednesday (where people opt to give up their vices until Easter). The date of the event changes each year, based on when Easter falls in the calendar.

In the UK, Pancake Day is observed by eating Pancakes, a simple food made up of Milk, Eggs and Flour, fried in a pan, with Sugar and Lemon Juice used as accompaniments. In recent years, we have seen the emergence of ready made Pancake Shakers (that require water adding to a pre-made mixture) to ease preparation for customers. Ready made Pancakes have also entered the mainstream in fresh foods alongside the emergence of numerous options for toppings, with Nutella, Marshmallow Fluff and Ice Cream Treat sauces all notable additions.

Pancake Day also represents an opportunity to drive trade in General Merchandise also, with retailers featuring a wide range of Kitchen Utensils and Cookware and to help customers prepare for the event.

Our 6 separate reports span the years 2016 to 2021, inclusive, showcasing the best examples of execution from the around the stores and categories for Pancake Day. Whilst not a core event in our retail calendar, Pancake Day does command a strong presence in early February (typically) when it lands in store.

Our reports contain all the best practice, imagery and guidance you will need to understand how the event is executed, who does what well and where the opportunities lie ahead of the next event. Once purchased, your reports will download immediately. If you delete, or misplace the files. No problem, you can simply log back in and re-download your purchased reports at any time.

Don't waste time trying to collate pictures from various colleagues of seasonal activity, or trying to find the time to visit stores yourself. Trust Grocery Insight to provide everything to improve your offer and save some time along the way, as well.

Our full imagery collection remains available for this seasonal event, alongside 60 others, with full sub categorisation to boot, making it the obvious partner to you improving your sales whilst providing the most time saved too. Get in touch to discuss how you can access our portal and turbo charge your sales growth.

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Is there any form of disclaimer attached to your reports?Absolutely, glad you asked! Our reports are not endorsed, nor approved by any retailer who is featured via one of our store visits, our visits are unannounced and conducted in the same way that a customer would visit a store. Equally, our research is independent and any findings and/or observations are just that, they do not represent advice, nor guidance on the relative performance of any retailer(s) featured within the site. All trademarks remain the property of their respective owners.


  • 6 separate reports, covering the event activity across the store.
  • Review development in the offer each year, category by category, from each retailer.
  • Look at sales driving ideas, signage, promotions and best practice examples from across fresh, ambient and non-food categories.
  • Key highlights for each event are highlighted, summarising the key takeaways from each event.
  • We only use high quality imagery featured to illustrate our examples.

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Whilst we have a wealth of reports from our store visits and seasonal event overviews, there's always more to say, and infinite ways to combine imagery. Perhaps you want to showcase a particular category, from a specific year, or a specific tier of products plus anything from a particular country... the number of combinations is endless.

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