Christmas planning starts now

While You’re Enjoying Summer BBQs, Retail Buyers Are Making December Decisions

Here’s an uncomfortable truth about the food industry: Christmas planning happens in summer sunshine.

Right now – while you’re craving ice cream and thinking about beach holidays – supermarket buyers are finalizing their festive ranges. Food journalists are planning their Christmas gift guides. Retailers are deciding which brands get premium shelf space during the most lucrative season of the year.

And if you’re not already in those conversations? You’ve probably missed the boat.

But here’s the good news: there’s still time to make Christmas 2024 your most successful season yet. You just need to act now.

Why Christmas Matters More Than You Think

The Stats That Should Wake You Up. Christmas isn’t just another busy period for food brands – it’s the make-or-break season:

• 40-60% of annual sales happen in Q4 for many food brands
  
• Gifting market worth billions, with premium food as a top choice
  
• Festive entertaining drives trial of new products and premium ranges
  
• Media coverage peaks in November/December – but deadlines are NOW
  
• Shelf space goes to prepared brands, not those scrambling last-minute

Translation: Miss Christmas, and you’re missing up to half your year’s revenue opportunity.

The Christmas Marketing Paradox: Mince Pies in a Heatwave

Why Planning Now Feels Weird (But Is Absolutely Essential) We get it. It’s July. The sun is shining. The thought of Christmas pudding makes you feel slightly ill.

But here’s what’s happening right now in the food industry:

• Food journalists are commissioning Christmas features (deadline: September)
  
• Retail buyers are finalizing festive listings (deadline: August)
  
• Gift guide editors are requesting samples (deadline: October)
  
• Influencers are planning content calendars (deadline: September)
  
• TV producers are booking festive food segments (deadline: August)

By the time the nights draw in and you start “feeling Christmassy,” it’s already too late.

The brands winning at Christmas? They’re the ones creating mince pie content while everyone else is eating ice cream.

The Three Essential Assets That Make Products Fly Off Shelves

Forget vague “Christmas vibes.” Successful festive marketing requires three specific, professionally-executed assets:

1. Jaw-Dropping Photography That Makes Your Products Irresistible

The reality: Consumers buy with their eyes first, especially for gifting and entertaining.

What you need:

• Products styled in festive settings that scream “perfect gift”
• Appetizing imagery that makes mouths water
• Versatile shots for social media, PR, retail presentations, and website
• Photography that works across all formats (Instagram square, story vertical, website hero)

What happens without it: Your products get lost in a sea of competitors with professional visuals. Buyers scroll past. Customers choose brands that look more premium.

2. Engaging Video Content That Stops the Scroll

The reality: Video content generates 1200% more shares than text and images combined. In the Christmas rush, video cuts through.

What you need:

• Time-lapse videos showing products being prepared or served
• “How-to” content featuring hands-only demos (professional without being intimidating)
• Content formatted for every platform (widescreen for YouTube, vertical for Stories/Reels)
• Quick, snackable videos that deliver value in seconds

What happens without it: Your static posts get buried while competitors’ videos rack up views, shares, and sales.

3. Recipe Development That Inspires (And Drives Trial)

The reality: Festive entertaining creates recipe-seeking behavior. Consumers actively search for “Christmas starter ideas” or “festive dessert recipes.” Your recipes can capture that demand.

What you need:

• Seasonal recipes showcasing your products naturally (not forced)
• Tested formulations that actually work (nothing worse than a recipe that fails)
• Dishes that balance “impressive” with “achievable” for home cooks
• Content that ranks in search engines and gets shared

What happens without it: Customers buy competitors’ products featured in recipes they find. You miss the inspiration economy entirely.

Who’s Behind Your Christmas Content Matters

Not All “Food Photographers” Are Created Equal

The Food Marketing Experts difference: Our team includes:

•  Professional chefs who understand food intimately
  
• TV presenters who know how to showcase food visually
  
• Published authors with proven recipe development track records
  
• Former restaurant owners who understand what makes dishes work
  
• 100+ years combined food industry experience

This isn’t someone’s side hustle. This is what we do—and we’ve been doing it at the highest level for decades.

What Professional Experience Delivers

Amateur approach:

• Generic “Christmas-y” styling that looks like stock photos
• Recipes that don’t quite work when customers try them
• Video that’s technically fine but doesn’t engage
• Content that needs significant revision and reshoots

TFME approach:

• Distinctive styling that reflects your brand personality
• Recipes tested multiple times, including by home cooks
• Video that understands platform algorithms and human psychology
• Content that’s right first time, every time

 

Your Christmas Action Plan: What to Do Right Now

Step 1: Book Your Christmas Content Production (This Week)

Diary dates fill fast. The best food photographers and stylists get booked months ahead. If you’re reading this in July, you need to act now.

Action: Contact TFME to reserve your production dates

Step 2: Audit What You Already Have

Take honest stock:

• Do you have professional Christmas product photography?
• Does your video content engage, or just exist?
• Are your recipes tested, optimized, and ready to publish?
• Do you have assets for ALL the platforms you need (social, PR, retail presentations)?

If you answered “no” or “kind of” to any of these, you need our Christmas package.

Step 3: Plan Your Christmas Marketing Calendar

Now (July/August):

• Shoot professional content
• Develop and test recipes
• Create video assets
• Prepare press releases and media pitches

September:

• Submit to Christmas gift guides
• Pitch to journalists and media
• Launch early-bird Christmas social content
• Send samples to influencers

October:

• Ramp up social media Christmas content
• Launch email campaigns to existing customers
• Prepare retail point-of-sale materials
• Begin paid social advertising

November:

• Full Christmas content blast across all channels
• Leverage any media coverage secured
• Drive gift purchases and early festive shopping

December:

• Maintain momentum through peak season
• Capture last-minute shoppers
• Gather testimonials and content for next year

Frequently Asked Questions

 

The Bottom Line: Christmas Planning Is Summer Work

While your competitors enjoy the sunshine and procrastinate, you could be securing media features, creating scroll-stopping content, and positioning your brand for your best Christmas ever.

The Food Marketing Experts has helped dozens of food brands turn Christmas from “nice boost” to “makes our entire year.”

Let’s make yours next.

You might also be interested in