How to sell Christmas in retail

Mark Kacary, owner of The Norfolk Deli

There are many ways in which a business can set itself up for Christmas sales. One very traditional method/way is to introduce an area where anything and everything that looks, sounds and tastes like Christmas is located. It’s a great way to decorate the store (or that section at least) and to give it 100% Christmas. Do you start playing Christmas music in October? We don’t but that’s simply so that we remain sane enough to tackle Christmas proper in the last two weeks before Christmas. 

It should be always remembered that people will spend much of October just taking a look at what you have although some people will start their Christmas shopping early so it’s important to make it look good. However, we also believe that to be successful and to know what you should stock you should get to know your surrounding area and what competition you have. 

I will always remember that in our first year we went Christmas mad! We bought anything and everything that you would pair with Christmas. We forgot that we were in a small town shared with two mid-sized supermarkets and two convenience stores. Suffice to say the size of the sale of Christmas goodies in January was excessive. Understand what makes you different and play to that to differentiate yourself for Christmas. Is it that you create magnificent gift hampers? Is it (like us) that your main selection of products are made locally and therefore not available in the supermarkets which means that they are unique and therefore special?

Do not be afraid to shout out as loud as you can what it is that you are doing for Christmas. Is it a special Christmas shopping evening? Arrange one for your VIP customers those who are regular shoppers and make them feel special – provide a little mulled wine and mince pies on the evening. Hold tasting events such as cheese tasting for cheeses which will be that little bit extra special on the Christmas cheeseboard. For wine tastings, spirits tastings and so on, invite producers in to promote their products.

Ensure that you are using as many social media platforms as you are comfortable with. You will be amazed how many people you wouldn’t expect to be using Instagram or Facebook actually follow you. Do you have an email subscribers list? Tell them what you are doing/selling. Start the habit of a weekly email. Make it fun, make it quirky – stand out from the crowd!

Karim Salama, founder and director of e-innovate

Probably the most effective approach for holiday marketing is to weave storytelling into your products - consumers want to connect emotionally during festive times. Consider creating bundles that tell a story – like artisan cheese selections with pairing suggestions, alongside cards that share heartfelt anecdotes about family gatherings at Christmas.

When setting up displays, aim to engage all the senses – not just sight. Use rich colours like deep greens and warm reds to evoke the season’s spirit. Don’t forget about scent; the aroma of cinnamon, cloves, or freshly baked bread can draw customers in. Think of iconic displays, like those at Selfridges, which do more than showcase products – they create memorable experiences.

Outstanding customer service is essential during the festive period. If you need to hire seasonal staff, make sure they’re well-trained to embody the festive spirit. Enhance the shopping experience by making queues more enjoyable – consider offering mince pies or mulled wine. You might even implement a “festive concierge” service, where an assistant helps with gift wrapping, product suggestions, and delivery options, making the shopping process smoother.

Alison Wright, founder of Fitzbillies

We love to create something worth visiting with our windows, and for us that means a combination of our brand’s story and heavily featuring our key products. At our Trumpington Street store, we have a wonderful big window dating from 1920, so making it tell our story is really important. We also use the tables in the restaurant and coffee shops as a location to display our Christmas brochure and product samples, so that customers know they can order via the website or buy our products to take home. 

Alison’s top tips for giving good customer service at Christmas include:

1. Encourage customers to order early to make it as stress-free as possible. 
2. Have well-trained and happy staff - service with a smile goes a long way. 
3. Ensure stock can be replenished on counters easily and quickly throughout the day. 
4. Train your staff to upsell, sales are key at this time of year. 
5. Make sure you have tested any new processes or systems well ahead of the busy period.

And how to cope with busy periods:

1. Planning is key to Christmas and one that the whole business has bought into. 
2. Try and get ahead with email marketing and core messages for social media to take the pressure off. 
3. Know your last posting dates early so that you can keep customers informed. 
4. Weekly updates on the plan so everyone stays on track and objectives are achieved. 
5. Plan for sickness – it always happens, so having a plan to cover for staff members just makes sense.
6. Remember to breathe and take a moment otherwise, it gets a little crazy. We always say, “It’s just cake!”

Helena Wright, marketing and NPD director at Jacksons, owner of Lottie Shaw’s

“During the busy festive period, it’s so important to select partners who understand your challenges and work through them with you. We’ve always been passionate about is shelf life and ensuring food doesn’t go to waste. Lottie Shaw’s products were created to have a naturally long shelf life, with many of our best-selling items having a minimum shelf life of between three and five months. At Christmas, we take this one step further, adding a festive sleeve to our boxes and tins to help drive festive sales, rather than completely transitioning to festive packaging. It creates a really effective seasonal display item and the sleeve can simply be removed if required. We’re also able to react to last minute orders by baking right up until Christmas, which has always proven popular with our customers who experience that last minute rush.”

Tom Jauncey, CEO at Nautilus Marketing

During the Christmas period, it’s all about creating that festive feeling when you’re selling food. One of the biggest things you can do is make your displays and packaging as Christmassy as possible – people are drawn to the holiday vibe, and it helps make your products stand out. Adding some festive decorations around your display or offering holiday-themed packaging can really grab attention.

On the promotion side, limited-time offers or holiday bundles work really well. For example, offering a “buy two, get one free” deal or bundling popular items together at a discount can encourage customers to spend more. Shoppers are always looking for a good deal, especially during the holidays. When it comes to customer service, this is where you can really make an impact. Christmas shopping can be stressful, so having a team that’s friendly, helpful, and quick can make all the difference. Little touches like offering gift-wrapping or making the checkout process fast and smooth go a long way in leaving a positive impression.

Laura Roberts, owner of Laura’s Larder shares her must stocks

Classic comforts
Time-honoured favourites like mince pies, rich chocolates, and seasonal cheeses are always crowd-pleasers. We focus on stocking high-quality versions of these, from panettone to fine wines and indulgent treats, ensuring they feel both familiar and luxurious.

Stocking fillers with a twist
Eye-catching stocking fillers are essential. We look for playful, unique items—from artisanal chocolates to festive-themed goodies—that make perfect quick gifts. These are front and centre in our displays, ready to catch the eye of those last-minute shoppers.

Events and experiences
We’re all about creating experiences, so our wine tasting events run throughout the festive season. They give customers something a bit different, while boosting foot traffic in-store. We also offer gift cards for our store or for our events, which make perfect presents for those hard-to-buy-for friends and family.

Custom hampers
Our customisable hampers are a big hit, letting customers handpick their own mix of festive favourites and modern, artisanal treats. This adds a personal, thoughtful touch, making each gift feel one-of-a-kind.

Merchandising and promotions
In-store, we create cosy, festive displays that highlight our best-selling items. On social media, we showcase gift ideas, share behind-the-scenes Christmas prep, and use stories to push limited-time offers, creating excitement and urgency.

Upselling thoughtfully
Our team knows that Christmas is all about thoughtful gifting, so we focus on subtle upselling. Whether it’s suggesting a gift card or a chutney to go with that cheese, it’s about adding value rather than going for a hard sell.
Christmas at Laura’s Larder is all about that sweet spot between comforting traditions and exciting discoveries. Our goal is to make sure each customer finds something special to make their festive season shine.

Andy Swinscoe, owner of The Courtyard Dairy, offers his tips for Christmas cheese

1. Promote Wensleydale (Or Lancashire) and Christmas Cake – you can get that extra sale on top of the cheeseboard and it creates a talking point.

2. Don’t forget truffled products – Truffled Baron Bigod is brilliant and we make it front and centre at Christmas; it just flies out (whereas the rest of the year it can struggle).

3. Get click and collect orders in now; and at the pickup station/area have some ready prepared ‘Grab n Go’ bits customers can easily add on without having to queue for the main cheese counter – e.g. crackers/chutneys/truffled Brie