A summer that sleighs: how Kiwi brands can make this Christmas a cracker

Find your place as part of the “big lunch” – or at the barbie beyond

The big lunch is a big deal for most Kiwis; 70% of households have a Christmas meal, with an average of nine people around the table. Ham, chicken, and lamb are the most popular choices here, often with more than one at a time being served. And while this is predominantly a family affair (72% choose to share their time with relations), many also choose to spend this time with their friends (42%).

Of course, while it’s Christmas, it’s also summer – so the fun doesn’t stop there. Leftovers typically become barbecue staples, and fresh produce, ice cream, and soft drinks all see sustained demand during this period. Wherever your brand fits within the celebrations, make sure your media plan helps you stand out from the crowd.

Double-down on the growing demand for dietary diversity

A traditional roast might be the priority for the Christmas Day table, but shoppers are increasingly conscious about the need to cater for those with specific dietary requirements too. While more than three-quarters (77%) stress that they find it challenging to work around restrictions and allergies, that’s not to say that they aren’t trying; 25% say they’re planning to buy specialist dietary products more often.

For brands that can meet that need, that speaks to a clear opportunity – one in which they can earn their place in the basket by taking the stress of off hosts.

Keep something back for those last-minute buyers

While many Kiwis are now planning out Christmas well in advance, that doesn’t mean they’ve got it all sewn up weeks ahead of time. 38% of shoppers picked up a last-minute gift from a supermarket in 2024, with chocolate, wine, and food & gift hampers amongst the most popular choices.

A deeper look at the data provides even more insight into who those last-minute shoppers are. As well as being price sensitive, brand-loyal, and active on social media, they also prioritise top-ups over bigger shops. Have a product that’s perfect as a last-minute gift? Your ideal customer might be easier to find than you think.

Show that you understand the spirit of the season

Ultimately, Christmas is about giving – and that applies to brands just as much as it does family and friends. With 62% of Kiwis stressing that they’re more likely to support brands that give back, in-store charity activations or brand-wide support for good causes can help to build up an emotional connection with customers.

Be prepared to tap into the power of partnership

You don’t have to go it alone this Christmas. Festive occasions aren’t just great for bringing people together – they create excellent team-up opportunities for brands as well. Finding your perfect festive media partner can help to boost your reach, reduce the cost of new customer acquisition, and help to grow the category through cross-shopping behaviours. Think about sympathetic pairings – chips and dips, for instance, or snacks and soft drinks.

Remember the three key rules: repair, protect, and continue

However you approach the summer season, it’s worth bearing three very specific rules in mind:

• Repair any underperforming SKUs or gaps in your lineup. If a product has typically been overlooked at Christmas – but has potential with the right messaging or placement – then focus on fixing those issues.
• Protect strong sellers in order to maintain market share. If you have a seasonal bestseller – particularly one that might come under threat from a competitor – then make sure you have an adequate media plan in place to defend your position.
• Continue with what’s working already. If you’re seeing strong results from your retail media initiatives, or particularly powerful sales performance, then make sure you double-down on those activities.

Sources:

• dunnhumby Consumer Pulse Research, 2025
• FSNZ Quarterly Pulse Survey, January 2025
• FSNZ Google Analytics, July 2025
• www.stats.govt.nz