Booker has unveiled a comprehensive Christmas programme designed to help independent retailers prepare for their most important trading season of the year, featuring exclusive products, seasonal promotions, category-leading brands and advice aimed at maximising festive sales opportunities.
The programme, which runs from the start of November, supports retailers in reaching consumers across every stage of the Christmas shopping journey, from last-minute buys and self-treat missions through to sharing, entertaining and last-minute top-up purchases.
Seasonal product range and promotions
The seasonal support covers a range of products across confectionery, impulse, soft drinks, alcohol and grocery, responding to changing shopper needs throughout the season with a combination of new product development (NPD), Booker Group exclusives, value-led promotions and category insight.
Highlights in confectionery include new seasonal products such as KitKat Orange Santa and the Cadbury Dairy Milk Biscoff Bauble, alongside promotions across wine, beer and cider to help meet increased demand for entertaining over the festive period.
Retailer guidance and exclusive items
Nicola Cranwell, category manager for confectionery at Booker, said: "Christmas is the biggest seasonal trading opportunity of the year, with a much longer selling period than Halloween and multiple shopper missions throughout the season.
"Demand begins building from late September as shoppers start purchasing festive treats, before shifting towards sharing and entertaining occasions as the season progresses.
"In the run-up to Christmas, gifting and stocking fillers become increasingly important as shoppers complete their last minute festive preparations."
Colm Johnson, retail managing director at Booker, said: "Christmas is a crucial trading period for independent retailers, and convenience stores are perfectly placed to capture sales from early gifting through to entertaining and last-minute top-up shopping.
"With exclusive products, festive innovation and great-value promotions, we're helping retailers drive footfall, grow basket spend and make the most of every Christmas shopping mission."
Group exclusives and festive lines
Booker Group exclusives include Lindt Linor Shortbread, Terry's Chocolate Orange Toffee Crunch, Terry's Exploding Candy Ball, M&M's Christmas Peanut Sharing Pouch and M&M's Christmas Chocolate Sharing Pouch.
Confectionery lines feature KitKat Orange Santa, Cadbury Dairy Milk Biscoff Bauble, M&M's Crispy Santa, Maltesers Reindeer, Merryteaser Gingerbread Reindeer, Celebrations Mini Box and Reese's Trees King Size.
Alcohol offers include Dead Man's Fingers Spiced Rum 6x20cl, Yellow Tail Signature Series Red, and the Hardys VR and Isla Negra Seashore ranges included in 'Any 2 for £12' deals, alongside promotional offers across leading beer and cider multipacks including Stella Artois, Cruzcampo, Staropramen and Inch's Cloudy Apple Cider.
