Christmas Displays: Key Insights From German Stores

Between 27 October and 12 November 2025, we collected data across German stores to analyse Christmas merchandising. Four zones were monitored — the entrance area, the sweet section, the bakery section, and the promotional area — and 600 displays were recorded in total, giving a clear picture of seasonal trends.

Here are the highlights of what we found.

The Promotional Area Is Where Christmas Happens

We wanted to understand which area of the store was the most popular for Christmas displays. The result could hardly be clearer: 87% of stores featured at least one Christmas display in the promotional area, far ahead of every other zone.

The concentration makes sense. Christmas is an expensive season, shoppers are more deal-driven than at any other point in the year, and promo sections become a natural destination for seasonal purchases. The promotional area also carried the most displays per store, at an average of 3.9 — enough volume to dominate attention. The bakery section sat at the other end of the scale, averaging just two Christmas-related displays.

Chocolate Dominates the Christmas Category Mix

Across all displays analysed in German stores, one category significantly outperformed the rest. Chocolate accounted for 77% of every display recorded, with biscuits a distant second at 15% and baking mixes at 3%.

The remaining 5% was spread across other categories.

The Most Present Brands in Store

Three brands stood out on in-store presence: Lindt at 22% of all displays, Ferrero at 18%, and Milka at 11% — together, just over half of everything recorded.

What makes the comparison interesting is how differently the three approach placement.

• Lindt spreads out. Of all Lindt displays recorded, 44% sat in the promotional area, 25% in the entrance area, and 23% in the sweet section — the widest spread of the three.
• Ferrero concentrates. Close to 60% of Ferrero displays were in the promotional area, the highest single-zone share of any brand in the study.
• Milka sits in between. Milka held a consistent presence across zones, weighted towards the promotional area at 50% and the sweet section at 28%.

Spotted: Advent Calendars From Red Bull, Aoste, Chupa Chups and Pringles

Traditional chocolate dominates, but non-traditional products are pushing into the season. Advent calendars from Red Bull, Aoste, Chupa Chups and Pringles all appeared on shelf, a sign that categories well outside confectionery can capture shopper attention at Christmas.