It's Christmas!! Maximising sales of seasonal biscuits

Picture the scene – the presents have been unwrapped, the turkey has been devoured and everyone has settled down in front of the TV for the Strictly Come Dancing Christmas Special… But wait! The in-laws are coming round tomorrow for a Boxing Day buffet, and you need a perfect pairing for your cheeseboard and a sweet treat to be washed down with a cup of tea later on.

Seasonal and Gifting Biscuits is a significant opportunity during the festive season

With people often either on their way to see loved ones, or nipping out to their local store to grab something to offer to guests arriving shortly, Seasonal Biscuits have an important role to play. In fact, we know that sales of Seasonal Biscuits’ peak in the four weeks leading up to Christmas, with its share of the category 5x larger than all year round*.

We also know that Christmas and New Year are key selling season for Savoury Biscuits, with consumers dusting off their cheese boards and picking up perfect pairing.

Here are some top tips to make the most of your Biscuits sales over the festive period: 

1. Maintain availability - competition between shops for shopper spend is typically fierce at Christmas. Avoid out of stocks to reduce shopper frustration at a time where stress can be high! 
2. Create eye-catching displays - Create stand out in store with festive-themed displays that drive incremental spend in the categories that sell particularly well at Christmas – Biscuits, Snacks, Confectionery, Drinks 
3. Stock the right range - Shoppers typically save money to splash out at Christmas on treats and more premium products. Make sure you have a strong range of Seasonal Biscuits – both Sweet and Savoury – to cater for the increased gatherings at home  
4. Create cross-category adjacencies - Think about categories that make a logical pairing in shoppers’ eyes and fit occasions that occur more frequently over the festive period - e.g. cheese and crackers, snacks and soft drinks – and site in promotional display space 

If you can follow these simple steps, it could be a very merry Christmas for your store.

Source: * Nielsen Total Market L4wk ending 28th December 2024