4 Strategies to Increase Seafood Sales This Lent

The six-week period between Ash Wednesday and Easter, when many consumers avoid meat on Fridays for Lent, presents a prime opportunity for seafood departments to boost sales. In 2017, U.S. retailers saw $1 billion in seafood sales during Lent, and with the right marketing strategies, seafood sales can be extended beyond this period. Here are four strategies retailers can use to increase seafood sales during Lent and throughout the year:

1. Host Cooking Demos

Many consumers want to eat more seafood but don’t know how to prepare it. To overcome this barrier, retailers can host cooking demos or share videos on social media to teach customers how to cook different types of seafood. The Cook It Frozen! method, promoted by the Alaska Seafood Marketing Institute, demonstrates how easy it is to cook seafood directly from the freezer using methods like sautéing, roasting, or grilling. These simple techniques help customers realize that preparing seafood is accessible, encouraging them to try new dishes and purchase seafood.

2. Post Recipes and Meal Ideas Near Displays

Shoppers who don’t have a specific shopping list may be inspired by meal ideas. Retailers can place recipe cards near seafood displays, offering easy-to-make meal ideas. For example, posting a recipe for Miso Alaska Halibut with Soba Noodle Stir Fry can entice shoppers to purchase halibut and other ingredients needed for the dish. Providing these recipes near the seafood department can reduce consumers’ hesitation about trying seafood and make it easier for them to plan meals.

3. Highlight Seafood Origin and Sustainability

Consumers care about where their seafood comes from and whether it’s sustainably sourced. According to Technomic’s report, nearly half of consumers (46%) want to know the country of origin of the seafood they purchase. Retailers should highlight the Alaska seafood logo and emphasize the sustainable sourcing of the products. Research has shown that consumers are more likely to purchase seafood from retailers that display the Alaska seafood logo, as it signals high-quality, responsibly sourced products. Highlighting the origin of seafood in displays can increase its appeal.

4. Make Seafood a Year-Round Meal

While seafood is in high demand during Lent, retailers should also focus on making it a year-round option. By continuing to promote the sustainability of seafood, offering recipes, and hosting cooking demos, retailers can make seafood more appealing to shoppers regardless of the season. When consumers become more familiar with how to cook and enjoy seafood, they’re more likely to incorporate it into their meals throughout the year.

These strategies not only boost seafood sales during Lent but also create lasting engagement with customers, encouraging them to view seafood as a versatile and sustainable option year-round. For more resources, retailers can visit the Alaska Seafood Marketing Institute website.