As Christmas approaches, cheesemongers prepare for their biggest appointment of the year. Behind the illuminated shop windows and the aroma of blooming cheese, a whole organization is orchestrated behind the scenes to transform each visit to the shop into a true moment of celebration.

The success of the festive season begins well before December. Assess your stock, adjust your volumes, and strengthen your relationships with your producers. Planned orders, regular deliveries, and optimized storage guarantee smooth service even during peak periods. Don't forget your teams: train them in quick sales, customer relations, and stress management. Reorganize your schedules and adapt your opening hours to absorb the influx while maintaining the quality of your advice.


Make your window display an invitation to share

Your window display is your first calling card: treat it as a real place of expression. Tell a story about cheese, local produce, and conviviality. Use simple materials, soft lighting, and natural decorations. Let your products breathe; don't overload the display: cheese must remain the star. Showcase festive platters, seasonal compositions, and visually appealing combinations. Inspire your customers before they even walk through the door.


Offer an in-store experience

The holidays are the perfect time to reconnect. Offer tastings, host wine and cheese pairings, or organize discovery events. Transform your store into a place for meeting and sharing. Encourage your customers to ask questions, taste, and exchange ideas: the more lively the experience, the more loyalty you will build. Don't forget your social media: sharing your events, gift ideas, and gourmet pairings extends the experience online and attracts a younger, more connected clientele.


Turn cheese into a Christmas gift

Cheese is increasingly becoming a gift of choice. Create ready-to-give gift boxes containing three or four complementary varieties, accompanied by a jar of jam or a selection of savory biscuits. Use attractive packaging and elegant ribbons, and display the price clearly to encourage impulse purchases. Also consider gift certificates: they allow your customers to offer an experience, a discovery, a pleasure to share. And why not take inspiration from the trend of cheese Advent calendars? Offer your own version: 24 portions from your favorite producers, accompanied by an anecdote, tasting advice, or a note from the team.


Build loyalty by cultivating closeness and transparency

Every new holiday customer is a potential future regular. Slip a tasting card, storage tips, or an invitation to come back and discover other cheeses after Christmas into your gift boxes. Maintain the connection, even after the busy period. Also affirm your commitments: reduce plastic packaging, favor recycled paper, and promote your short supply chains. Talk about your producers, their expertise, and seasonality. Your sincerity builds trust.


Celebrate your expertise

The festive season is an opportunity to showcase the richness of your craft. Behind every portion served lies a gesture, a story, an emotion. By sharing this passion with your customers, you transform the act of purchasing into a moment of pleasure, and your shop into a place of unique experience.


10 essentials for a successful festive season

  • Anticipate orders and adjust volumes according to demand.
  • Train teams in quick sales and customer flow management.
  • Prepare a themed, bright, and cohesive window display.
  • Offer tastings and wine and cheese pairings in the shop.
  • Create elegant and easy-to-give gift boxes.
  • Offer gift vouchers or personalized tasting cards.
  • Launch a cheese Advent calendar to boost the season.
  • Reduce packaging and promote short supply chains.
  • Highlight producers and tell the story of where the products come from.
  • Build loyalty among new customers with post-holiday gifts.

 

The Cheese and Dairy Products Show, which will be held from June 7 to 9, 2026, in Paris – Porte de Versailles, will provide further inspiration by showcasing the latest trends, innovations, and expertise in the industry.