Did you know that in the last few years midweek grocery shopping has grown more than 70% among consumers employed full-time*? These same consumers are very often parents aged 35-44 with a $40K+ household income.

And quite often these shoppers are hungry and looking for dinner solutions.

This is the time to develop loyal customers with our Sunset Sampling® (midweek afternoon and early evening) in-store demo program.

Sunset Sampling makes sense for food marketers, but what about HBC and household product manufacturers? Since nearly one-third of midweek shoppers actually avoid shopping on the weekend, you'll be able to reach a whole new audience with a Sunset Sampling program.

Midweek Shopper Characteristics

Compared to weekend shoppers the midweek shopper is:

• 13% MORE LIKELY to try new products**
• 15% MORE LIKELY to buy**
• 66% MORE LIKELY to be coming from work**

Shoppers coming from work are:

• 25% MORE LIKELY to just stop for necessities**
• 17% MORE LIKELY to be looking for dinner!**

Another study shows that when compared to the U.S. average, the midweek shopper is:

• 33% MORE LIKELY to be age 35-44***
• 49% MORE LIKELY to have 3 or more children***
• 21% MORE LIKELY to be a college graduate***
• 27% MORE LIKELY to have a $40k+ HH income***

Enough Midweek Traffic to Justify a Demo?

Midweek sampling volume matched typical weekend sample distribution, hour-to-hour.

That means there's plenty of midweek store traffic between 2 pm and 7 pm.****

Sunset Sampling gives marketers new opportunities to generate new users.

Sunset Sampling includes a 13,500 store network, so put midweek sampling in the middle of your promotion plan. Click here to request more information.

Sunset Sampling Survey Methodology

390 stores in Atlanta, Boston, Dallas and Chicago participated in a 2nd/3rd quarter 1998 test and survey. 250 sampling events were held on the weekend and 140 were Sunset Sampling (midweek afternoon and early evening). Of the 4,026 consumers surveyed during in-store demonstrations, 1,820 were midweek shoppers and 2,206 were weekend respondents. Chains involved: Albertson's, Dominicks, Jewel, and Stop & Shop. The demo'd products were in the meal solutions category.

* Progressive Grocer Annual report 1997
** Sunset Sampling Survey 1998
*** MRI Mediamark Research, Inc. Fall 1997 Study
**** MarketLink™ demo reporting data