Trends and insights
Christmas is one of the biggest moments for impulse shopping. Festive biscuits and snacks are right at the heart of it and offer an easy win when shoppers are popping in for a quick top-up or a last-minute gift.
Throughout the festive season shoppers are often doing impulse shopping, nipping out for a quick top-up or a last-minute gift. Let seasonally themed biscuits and snacks be your winning formula.
Unlike "grocery", where shoppers tend to plan ahead and hunt for value, "convenience" is all about immediacy. That means people are willing to impulse buy a product if it feels special, and why festive ranges with eye-catching designs tend to do really well during this period.
In simple terms, now is the time to stock-up on products with seasonal packaging. Think Santas, snowflakes, and premium boxes. Seasonal sells!
We’ve seen strong uplifts* in biscuit sales in convenience during the festive period, especially when retailers lean into the season.
Products in tins, sleeves, or novelty formats often outperform standard packs, particularly when placed near the till or in high-traffic areas. These formats tap into gifting and treating missions, which spike in December.
Retailers can make the most of this by creating festive displays that bring together biscuits with other seasonal favourites—think hot drinks, confectionery, or even cards. Shoppers are looking for quick solutions, and a well-placed biscuit offer can turn a simple visit into a bigger basket.
Shoppers can’t resist a seasonal twist—especially when it comes to biscuits and snacks!
Next time you’re at the wholesaler, look out for our festively themed must-haves that are guaranteed to spread Christmas cheer.
Sharing caddies of Treeslets, Mini Cheddars, Twiglets, and Crinklys are perfect for those savoury moments. And for gifting or family get-togethers, don’t miss our Victoria biscuit selections, Family Circle, and Jacob’s Festive Selection—all designed to catch the eye and boost your seasonal sales.
With Christmas being a time when shoppers are more open to spending on small indulgences, biscuits and snacks are perfectly placed to deliver. By curating the right range and making it easy to grab and gift, convenience retailers can turn festive impulse into real commercial impact.
Source: NIQ data to 28.12.2024. 7% uplift in Sweet Biscuit sales in Total Convenience in L12 weeks vs previous 12 weeks.
