Trends and insights

What’s coming up in July 2025: Key dates for retailers

Get ahead of the curve with the key events and seasonal moments that will influence your shopper's behaviour this July.

From major sporting events to summer holidays and picnic season, there are plenty of reasons for customers to stock up—and for you to make sure your shelves are ready.

Here’s what’s on the horizon in July, and how you can use it to drive footfall, boost sales, and make the most of your McVitie’s and Jacob’s range.

Sporting Moments

30 June - 13 July

Wimbledon Finals

Nothing says British summer like strawberries, cream… and a cup of tea with a biscuit. Wimbledon is the perfect time to promote classic teatime pairings. Think...

- McVitie’s Digestives or Rich Tea biscuits with hot drinks

- Jacob’s Crackers with cheese and fruit for elegant snacking

- POS ideas: “Serve up a classic” Wimbledon-themed shelf talkers

4-6 July

British Grand Prix, Silverstone

Race day gatherings call for easy-to-share snacks. Think...

- Jacob's Mini Cheddars and Jacob's Bites are ideal for bowls and platters

- Flipz and McVitie’s Gold Billions bars for sweet-tooth fans

- POS ideas: “Fuel up for the Grand Prix” snack zone

2-27 July

UEFA Women’s Euro 2025

With matches hosted across Switzerland, the tournament will draw big TV audiences and social gatherings. Think...

- McVitie’s Jaffa Cakes or Club multipacks for halftime treats

- Jacob’s Crinklys or Twiglets for easy sharing

- POS idea: “Snack like a fan” football-themed display

Seasonal Opportunities

All July

National Picnic Month

July is peak picnic season, so stock your shelves with those key snacking essentials. Think...

- Promote resealable packs like Jacob’s Bites and Flipz

- Encourage cross-merchandising with drinks and fruit

- POS ideas: “Perfect for Picnics” displays

Mid-July Onwards

School Summer Holidays Begin

Families will be looking for lunchbox fillers, picnic treats, and snacks for days out. Think...

- McVitie’s Penguin and Club multipacks for lunchboxes

- Jacob’s Cheddars and Mini Cheddars for on-the-go savoury snacking

- POS ideas: “Summer Sorted” picnic bundle zones

Wrapping up...

Now’s the time to get your shelves summer-ready—whether that’s stocking up at your local wholesaler or ordering one of our free POS kits to help your customers find what they're looking for.

And don't forget to remind your peers to join Better Biscuits through our refer-a-friend scheme—you’ll both enjoy a reward if they sign up.

However you choose to get involved this July, we’re here to help you drive footfall and boost sales all summer long.