While holiday shoppers may tend to abandon online carts stuffed with clothing and accessories, grocery carts keep rolling through the checkout. ‘Tis the season for smart merchandising to turn a quick milk run into a $50 basket filled with seasonal treats and unexpected discoveries.

As other retailers fight for traffic, grocery stores already own it, making them the perfect platform for adding everything from thoughtful teacher gifts to stocking stuffers to those last-minute dinner ingredient stops.

“There’s a big shift in shopping patterns during the holidays," says Andrew Beredo, VP of U.S. Grocery for Ferrero. “Grocery stores have a unique advantage because they're already part of consumers' weekly shopping lists. The key is maximizing the existing traffic and using impactful merchandising to capture both planned and impulse purchases.”

A sleighful of sales awaits

The numbers tell a compelling story: A striking 65% of adults visit grocery stores more frequently during the holiday season, creating unprecedented opportunities for retailers who know how to capitalize on these seasonal shopping behaviors. And, 45% of respondents to PwC’s 2025 Holiday Outlook survey say they plan to spend more on holiday groceries this year.

Tapping into your share of those dollars comes from stocking the right holiday products and then presenting them in ways that inspire purchases.

“Grocery shoppers act differently during holiday trips, more willing to spend on premium items and make impulse buys,” explains Beredo. “Retailers can leverage that by making those purchases as easy and appealing as possible.”

Three merchandising zones that deliver results

Successful holiday merchandising centers around three strategic zones that align with consumer behavior and shopping missions.

Zone one: Holiday baking central

Baking represents one of the strongest holiday traditions, with a survey of consumer holiday habits from Ferrero North America finding that 60% of adults planned to make homemade treats. Among these bakers, nearly 70% will purchase candy and mix-ins for their recipes, presenting a golden opportunity for cross-merchandising to drive multiple-item purchases.

Beredo recommends creating a dedicated “Holiday Baking Station” to transform scattered ingredients into a streamlined shopper solution, ideally on an end cap or other high-profile location. Position essential ingredients like sugar, flour and vanilla alongside tasty mix-ins such as Buncha Crunch candy or garnishes like Mother’s® Reindeer Games Cookies. The Nutella “Bake the Seasons Bright” bucket exemplifies how branded partnerships can simplify the shopping experience while driving a higher-ticket sale.

Then pair ingredients with necessary tools like cookie cutters and rolling pins, enabling shoppers to complete their baking mission in a single location. For time-pressed consumers, featuring quick-turn recipes using shortcuts like boxed cake mix or Keebler crusts acknowledges the reality that convenience often beats complexity for busy holiday schedules. 

Zone two: Stocking stuffer solutions

Gift-giving extends far beyond immediate family, creating multiple purchase opportunities throughout the season. Foil-wrapped chocolates and small chocolate boxes rank as top choices, with the Ferrero survey finding that 56% of respondents prefer gifting holiday chocolates over wine. The PwC survey confirmed that “consumables” are once again among the top five gift categories for 2025.

Effective merchandising reminds shoppers of their complete gift list: Teachers, coworkers, service providers, neighbors and party hosts all deserve recognition. Consider highlighting affordable luxury items like Royal Dansk cookie tins and Ferrero Rocher gift boxes to provide upscale options without a commensurate premium price point.

“The beauty of chocolate gifts is their universal appeal,” notes Beredo. “A teacher gift that costs three dollars can feel like an upscale indulgence with the right packaging and positioning.”

Strategic placement matters enormously for impulse gifts. Positioning items like Kinder Joy Limited-Edition Holiday Eggs and Tic Tac Naughty or Nice Mints near checkout areas captures last-minute decision-making moments when shoppers realize they've forgotten someone (or that maybe there’s just a little more room in that stocking).

Speaking of Santa, play into a family’s desire to up the holiday magic with Kinder Chocolate’s “Elf on the Shelf” licensed products.

Zone three: Party-ready celebrations

Modern entertaining has evolved beyond formal dinner parties to include casual gatherings, cookie swaps and office parties. In the whirlwind of the holiday season, both guests and hosts could use a hand.

The Ferrero survey found that nearly half of consumers don't reveal when they serve store-bought treats, so why not give them a hand with solutions that appear homemade: Curate “Party-Ready Goodies” zones for instant dessert tray assembly with bite-sized indulgences and novelty confections like Ferrero Rocher. Make it a one-stop shop by displaying entertaining essentials like decorations, themed napkins and party plates close by.

Holiday candy bowls represent another significant opportunity. Products like Fannie May Peppermint S'mores Chocolatiers Mix and new Ferrero Rocher chocolate squares provide festive options that elevate standard candy selections.

Maximizing the holiday window

The holiday season represents a concentrated period of enhanced consumer spending and shopping frequency, and retailers who position themselves as holiday heroes through strategic merchandising and accessible shopping experiences can generate more than their fair share of seasonal dollars.

Success requires understanding that holiday shopping behavior differs from the everyday routine trips, explains Beredo “Consumers are seeking inspiration and convenience, and grocery stores that provide thoughtful merchandising and strategic partnerships position themselves for both immediate sales gains and long-term customer loyalty.”

The countdown is on, and a sweet opportunity awaits in every aisle. For more information on seasonal Ferrero products and merchandising, check our latest infographic.