Speciality Food - October 2025

often, stocking fillers aren’t overtly Christmassy, so this is something you can be creative about – for example, stocking products which have removable festive sleeves,” suggests Emma. The gifting season starts earlier than you might think, according to Elinor. “Premium and giftable items should be stocked early, targeting those shoppers who plan ahead and are looking for indulgent gifts. Self-treat products can sell steadily fromOctober to the end of December, whereas smaller novelty items, ideal as stocking fillers or impulse buys, are best introduced much closer to Christmas, capitalising on last- minute shoppers.” Think like a time-poor shopper. “Everyone remembers the turkey, the hams and the potatoes, but a lot of people forget important elements like the gravy so this is the kind of item to display clearer as the big day nears,” Immerse your customers in themagic of the season for optimumChristmas sales MASTERFESTIVE MERCHANDISING @specialityfood says Emma. It makes sense to get Christmas stock out early to catch those early bird shoppers, but planning out your display themes ahead of time can really reap rewards. “A couple of weeks ahead of the big day, clearly display the real essentials in one place – stuffing, bread sauce, cranberries and chutneys – just so it’s as easy as possible for customers to stock up last-minute,” she recommends. Theme your displays around shoppers’ culinary calendars, for example, Christmas Day brunch, using up leftovers and planning for parties. Leverage novelty and exclusivity “Speciality retailers are ideally placed to offer unique and innovative products that set them apart from the more standard festive products found in the multiples,” Elinor explains. 22 that you have their best interests at heart. “Especially around Christmas, retailers need to turn their attention to solutions – customers expect independents to do the right thing, not just try to upsell their most expensive items,” says Emma. “Now is the time to ensure that customers are trusting that you are providing the right kind of products and thinking about how to give them the solutions they need.” Time your stock strategically “Take advantage of ‘Christmas creep’ by introducing festive lines from October,” suggests Elinor. “The nights are drawing in, temperatures are dropping, and shoppers are looking to get ahead, so lean into this and ensure your shop is positioned as a destination for seasonal indulgence, through traditional festive staples as well as luxury alternatives for those customers looking to trade up.” While getting into the Christmas spirit in plenty of time is important, remember that the theme has a clear timescale so it might be worthwhile investing in communications about winter – think ‘winter warmers’ – as opposed to straight-up Christmas for anything and everything. “Quite T he magic is in the detail during the festive season, and while your year-round toolbox of merchandising tricks is ripe for reuse, in 2025 customers are expecting that little bit more pizzazz. Sounds and smells are just as important as the sight your audience beholds as they step through your doors, experts say, but the old adages still ring true – cater to your unique audience, stay true to the philosophies they know and love you for, and don’t over-invest. This may be the busiest, and most valuable, time of the year for retail, so use your resources wisely. “Speciality retailers’ efforts are always elevated compared to the multiples, but by putting more time and energy into it for Christmas it should help to sustain them right through to the next key season,” says Emma Hunt, head of marketing at Cotswold Fayre. Indeed, as Elinor Tyler of Storm Communications says, “The Bank of England calculates that the UK spends 22%more on food in December than in other months of the year. Combine this knowledge with the fact that 40% of shoppers start their festive shopping before Halloween, and it’s clear that the run up to Christmas provides a golden opportunity for speciality food retailers to delight customers, showcase unique products and, all- importantly, boost sales.” As a speciality retailer, your customers undoubtedly expect to be offered a cornucopia of delicious and indulgent food and drink to help them see out the festive season in style – but equally they need to know COMMENTATORS EMMA HUNT COTSWOLD FAYRE BRUNO ZOCCOLA VALENTINA’S DELI STEFANO CUOMO MACKNADE ELINOR TYLER STORM COMMUNICATIONS SEASONAL CHANGES Emma Cyrus fromWBC shares tips on how independent fine food retailers should approach festive merchandising differently from year-round campaigns ● Good spatial conceptualisation, clear signage and a festive atmosphere are all crucial, so plan your store layout and countertop displays well in advance ● Research consumer buying trends before you start – they’ll give you insight into what people want ● Create a sense of urgency with “limited deals” that drive impulse buys. Whether consumers are shopping ahead of the rush or making last-minute purchases, building up some time-related pressure is an effective motivator ● Offer bespoke gifting solutions alongside your product mix (like wicker hampers or branded wine boxes). Not only do they contribute to impactful countertop displays, but they also save consumers time, which in turn breeds brand loyalty