From beer to chocolates and from upmarket conserves to novelty spirits and toiletry sets, this is the time of year when suppliers throughout the land offer retailers the glad tidings of increased profits in the form of Christmas gifting lines. Whether a stocking-filler, thank-you for a teacher or a present for a loved one, there is an array of products available to the trade in the run-up to the festive season.
It is an area of the market many retailers could make more of, given that most lines sit neatly in an outlet’s range, have a decent shelf-life up to and beyond Christmas itself, and often have an appeal beyond gifting – big-night-in sharing, for instance. And, despite competition from the multiple supermarkets, the demise of chains such as Woolworths and Poundworld has left a gap in the market for independents.
Premium spirits
The alcohol market is one of the most dynamic and lucrative when it comes to Christmas gifting. Within that, premium spirits continue to be a driver of gifting and Pernod Ricard is urging retailers to promote them up until 1 January in an eight-week campaign. In return, it is spending £3m on festive marketing, focusing on Absolut, Jameson, Beefeater and Plymouth Gin.
While traditional spirits will always be popular – Loch Lomond Whiskies is pushing a trio of 12-year-old single malts, the Loch Lomond, Inchmoan and Inchmurrin – eye-catching packaging is often key.
Products such as the Freixenet Prosecco and Italian Sparkling Rosé, in their distinctive cut-glass bottles, are likely to do well this year. Bottled ale is the number one category for beer gifting, says Matt Starbuck, managing director at Greene King Brewing & Brands. The business is marking the 300th anniversary of its Belhaven brewery this year with a Merry Craftmas six-pack, part of a festive range that includes an Old Speckled Hen mini-keg and a 500ml Festive Pudding Ale bottle. “The key to winning the Christmas gifting category,” Starbuck says, “is to provide choice, whether a single-bottle format for a unique ale or a multi-pack or mini-keg for sharing.”
Secret Santa
Novelty is usually a winner in Christmas alcohol gifting, with lines such as Aber Falls coming to the fore with its rhubarb and ginger and orange marmalade gins. With Secret Santa becoming a fixture in many offices and workplaces, products pitched at that £5 to £10 price-point can be winners. Sipsmith is offering a trio of miniature gins at £10 and Brewdog has a Punk IPA beer and glass pack at £6. Christmas is also a time when customers will pay that bit more or try something different. While Champagne will always be the ultimate present in sparkling wine, prosecco has made huge strides in recent years and premium lines, such as Halewood Wines & Spirits’ Colle Baio Organic, work well as gifts. English sparkling wine too – from the likes of Somerset vineyard Smith & Evans – is still enough of a novelty to work as a one-off present.
Biscuit tins
When it comes to merchandising Christmas gifts, the trick is to get displays in early, typically 12 weeks before 25 December with biscuits, says manufacturer Pladis. Several of its launches this year tap into what it calls “the enduring popularity of giftable tins”, including a McVitie’s Jaffa Cake tin shaped like a giant Jaffa Cake and filled with snack packs of the chocolate-orange treats and a McVitie’s Milk Chocolate Digestives Post Box Tin. Fitting the bill for the ‘thank-you teacher’ market are Nestlé Confectionery’s Dairy Box Temptations and Black Magic Temptations, which retail for £1. It is a market that Cadbury Roses – a brand that turns 80 this year – has dominated with its carton, tub, and flower tub formats.
For children, there are plenty of options for stocking-fillers, including the £2 Maltesers Reindeer, which contains two standard and two mini reindeers. According to Swizzels, 85% of people purchased sweets as gifts last Christmas. It has high hopes for its £1 Love Hearts gift tube, which includes emoji Love Hearts, and Drumstick Mixed Lolly tube, with new flavours including bubblegum. Novelty confectionery works well in secondary sitings throughout November and December, with lines such as Chupa Chups Pizza and Candy Sushi adding fun for otherwise stressed shoppers, says .
Sampling suggestion
Andrew Ovens, marketing manager at Big Bear Confectionery, which has launched Just Almonds, says gifting chocolate should be a priority for store owners, and that retailers should consider tastings for premium boxes. “Our research has shown that sampling results in a sharp increase in sales,” he says.
Finally, retailers should not forget general grocery when it comes to Christmas gifting, with Wilkin & Sons offering Thursday Cottage strawberry jam in teddy bear-shaped jars that double as money boxes. It also has a patriotically packaged Tiptree British Breakfast Selection of mini jams and savouries. “Good-quality food and drink are at the heart of a traditional Christmas, so food gifts always go down very well at this time of year,” says joint managing director Scott Goodfellow.
By Juliet Morrison
