Dreaming vs doing
If you’re in your wonderful world of day dreams, you see your product on shelf next Christmas, you’re already up against the clock, but how to get listed in retail? Retailers are reviewing what’s working this year right now – and making space for what they think will come next.
That means the next festive range is being planned while this one’s still selling.
So, if you want to be part of it, start now.
Because day dreaming doesn’t get you listings.
Know the cycle (and get in early)
Knowing how to get listed in retail means understanding that Christmas review windows open much earlier than some small product suppliers realise.
Retailers start finalising their Christmas range planning well before the summer – often off the back of January range reviews. If you wait until July to start shouting, you’re going to be very late to the party.
Make your first action to track review timelines, understand their planning timescales, and start putting your story together for when the opportunity window opens.
Tip: Use the post Christmas period to review your own performance insights and have them ready for retailer presentations.
Bring insight, not just enthusiasm
Buyers love to see your energy, but they buy evidence. Here’s a retail buyer tip:
Your product needs to bring something new or solve a gap or problem your retailer has already spotted.
In their seasonal range development, they’ll be looking at what under-performed, where there was duplications, whether any new trends stood out, and whether any suppliers let them down.
Use your insights to position your product as the next logical step, not just ‘look at our product, it’s great.’
Test it small before you go big
Use smaller options to prove sell through and shopper enthusiasm. I’m thinking direct to consumer, independents, farm shops, or convenience stores.
The data and evidence you gather here will give you real weight when you’re pitching your product to major retailers. It also helps you iron out practical quirks like pack size, shelf life and messaging.
Proof beats promises every time.
Have your story straight
Buyers don’t want a ‘Jack and the Beanstalk’ fairy tale. They want clarity.
That means knowing exactly what your product is, who it is for, and why it should have a place on their shelf.
Keep it simple:
- What’s the shopper need?
- What is it’s point of difference?
- How commercially confident are you in your numbers?
How to pitch to retailers? Confidence sells, faff and clutter doesn’t.
Be the safe risk
The best seasonal launches strike a balance between comfort and curiosty.
You feel familiar enough to fit in the range, but different enough to be interesting.
If your idea is bold, back it up with insight, evidence and proof of performance.
If it’s subtle, make sure it’s still bringing something fresh to the range.
Your sparkle, needs substance behind it. Make sure that is your FMCG supplier strategy.
The commercial logic behind your product
There’s plenty of space for bold and challenger brands, especially at Christmas. But you need to show the commercial logic behind it.
Start now. Gather data, review what worked, and get ready for when the buyers start planning again in Q1.
Want help turning your festive wish list into retail reality? Drop me a message and we’ll map out your category review process and 2026 retail plan together.
