Speciality-Food-July/August 2025

At Macknade, CEO Stefano Cuomo’s teamhas discovered that it’s best to get started on preparations as early in the year as possible in order to build on the previous festive season’s momentum and learn from any mistakes made. “Our team are on it from January or February,” he explains. “It’s very much a case of capturing the information while it’s still fresh in people’s minds and acting on it – January is part of our Christmas trajectory.” While EPOS data is a key driver when it comes to festive planning, the more emotive, experiential intel that can only be gathered on-site in the moment is of vital importance. “A 26 W ith Christmas undoubtedly the linchpin in retail establishments – the majority of sales occur in just a few short weeks, so getting your approach right is of paramount importance – it’s all to easy to leave preparations until the last minute, relying on tried-and- tested techniques and your regular customer base to build solid sales foundations. The devil is in the detail, however, and 2025’s shoppers are always on the hunt for newness, experience, and great value – and if you can offer a heady cocktail of all three, you’re onto a winner. lot of our sales will come as a result of how people feel in our space and what we’re delivering,” Stefano says, “so we do a lot of walking around the shop floor, seeing what our customer sees.” The team also invests time in market research – what others are doing, any opportunities that might have beenmissed, and which trends for the coming year could work within their budget. Christmas is often a time for shoppers to leanmore local in their purchases, keen to support the small business economy of their region, and the Macknade teammake sure to provide a balance of locally-made produce and longer-life items that JOHN SINCLAIR CRAIGIE’S FARM SHOP MARK HILTON BRAMBLE FOODS TOM BRADSHAW BRAMBLE FOODS COMMENTATORS STEFANO CUOMO MACKNADE can be planned for ahead of time. “A good example of this is that we’d like to increase the number of mince pies we stock from a local baker this Christmas, but they might not have the infrastructure to take orders now so this needs to be a consideration for nearer the festive season – whereas a wholesaler is primed to take our order now.” “Ultimately, we try to be as prepared as possible when it comes to orders and wider plans earlier in the year, so when December rolls around we can put all our energy into front-facing customer engagement.” While consumers will be looking for a set of markers for the festive @specialityfood 2025’s shopper is looking for a carefully curated blend of tradition and innovation. Here, experts share how to make it work TASTE FOR TRADITION season – familiarity is perenially popular – that’s not to say that there isn’t an appetite for innovation. “You’ve got to carve out space for innovation,” he says. “For example, every year we take a fresh look at our own label range, specifically in terms of howwe want it to be defined and how it represents us.” Connecting suppliers with customers is also given a fresh approach year-on-year. “During November and December we bring more partners into our space to present their products and run tastings, and the way we do this is constantly being strengthened. Our innovation isn’t just in terms of products, it’s also about howwe operate as a business.” As much as it pays to plan for Christmas throughout the year, it’s also worth remembering that for some, the appetite for festive fare doesn’t end as the clock strikes midnight on New Year’s Eve. Stefano likes to enjoy the Christmas cake made by his mother and daughter in the new year – “you just don’t need Christmas cake when you’ve already eaten so much” – and tends to finish it in May. “Of course Christmas comes with its schedule and traditions, but for me it’s muchmore about the feeling that it captures, which can be enjoyed beyond December.” Tradition sells At Grandma Wild’s, Harriet Lister has found that the popularity of Christmas products centre around their ability to create a moment. “At Christmas, consumers seek more than just flavour – they’re looking for comfort, nostalgia, and a sense of tradition,” she begins. “Baked goods become part of the seasonal ritual, whether it’s sharing biscuits with family, gifting a beautifully packaged tin, or enjoying a quiet moment with a cup of tea. Tray baked in the traditional way to achieve that crispy crunch and utterly delicious taste. Just as Annie Wild did back in 1899.” When it comes to the tastes shoppers want to experience