As Christmas approaches, November is a crucial month for UK supermarkets to captivate shoppers and boost sales. Aisles are stocked with festive treats and trending product launches designed to align with shifting consumer preferences. With Black Friday promotions, early Christmas shopping, and seasonal offers taking centre stage, retailers are pulling out all the stops to attract and engage shoppers.
In November’s Store Watch, we explore the key trends shaping shopper marketing this November, uncovering the products, deals, and strategies driving footfall and boosting conversions in stores and online.
ASDALongwell Green
First up was ASDA, and I had high expectations given their reputation for creating theatrical and eye-catching displays at the entrance. However, I was a bit disappointed to find that the usual spectacle had been replaced by a more generic selection of Christmas baubles and cut-out trees. While still festive, these felt a bit underwhelming compared to the usual flair I’ve come to expect from ASDA.
As I ventured further into the aisles, I began to spot some standout features. The aisle fins and branded bay takeovers caught my attention, with Activia taking centre stage in their dedicated bay, highlighting the trending topic of gut health. Nearby, an Actimel bay followed suit, promoting its immune-boosting benefits for the winter season—a timely and relevant message given the time of year. Staying in the cold drinks section, I came across an entire bay dedicated to protein drinks and cold brew coffees, clearly aimed at the fitness-conscious crowd looking for energy boosts and muscle gains.
One particularly vibrant and refreshing display came from Old El Paso, which showcased its Street Vibes range. The bold, colorful presentation was a welcome contrast to the more traditional Christmas reds and greens surrounding it. The aisle fins in this section were equally eye-catching, featuring a simple but effective message: “Tacos in 20,” emphasizing the ease and speed of creating a flavorful meal.
Another memorable bay came from Lucozade, with their bright, zingy, and colorful “Get Your Zing Back” campaign. The vibrant design and upbeat messaging added a lively touch to the space, standing out as a beacon of energy amid the more subdued festive displays.
As Christmas draws closer, the gondola ends were packed with an array of holiday-themed products and collaborations. Among the offerings were essentials for the perfect Christmas dinner, such as Oxo gravies, Paxo stuffing, and Ambrosia custard—staples of the festive feast. The alcohol section also had its moment, with some attention-grabbing festive displays. Moretti’s charming, seasonal shippers, Strongbow’s bold, colorful bays, and Baileys’ iconic presence were all on display, alongside a show-stopping Kylie Prosecco bay. And, of course, the huge Coca-Cola Holiday Bus made its usual appearance, adding a touch of nostalgia and cheer to the seasonal shopping experience.
SainsburysEmersons Green
Upon arriving at Sainsbury’s, I was immediately drawn into the store by their eye-catching digital 6-sheet displays, which showcased a wide variety of products—ranging from V05 beauty gift sets to Christmas snacks and laundry detergents—setting a festive tone from the start.
As I entered the store, I was greeted by a massive Disney/Marvel-themed installation, which was hard to miss. This snowy spectacle was a bold move, keeping Sainsbury’s products and popular movie franchises front and centre in customers’ minds this Christmas. Flanking this display were a host of festive, attention-grabbing shippers from iconic brands like Oreo, Celebrations, Famous Grouse, and After Eight—just to name a few.
Throughout the store, I encountered some truly impressive branded bays that added dynamism and energy to the shopping experience. One of the most striking was Crosta & Mollica, which featured gigantic overhanging pizza boxes and a punchy floor sticker that disrupted the usual flow of the aisle and demanded attention from nearby shoppers.
There were also several exciting collaborations on display, combining complementary brands in a clever way. For example, Mojo Ginger Shots partnered with Innocent Smoothies, Lurpak teamed up with Anchor Butter, Activia collaborated with Actimel, and Dolmio joined forces with Lloyd Grossman. These friendly partnerships added a sense of novelty and variety to the aisles, encouraging shoppers to explore new combinations.
Sainsbury’s continues to excel in branded aisle fins, and this visit was no exception. I was constantly drawn in by vibrant, engaging signage that seemed to jump out at me from every direction. A standout campaign was Betty Crocker’s “Team Brownie or Team Cookie?”—a fun, interactive call-to-action. There was also a beautifully designed “Find Your Feel Good Fragrance” fin from Comfort, which caught the eye with its soothing visuals. And a cheeky “Don’t Let Your Turkey Judge You” campaign from Oven Pride cleverly highlighted the importance of oven cleanliness during the busy Christmas period.
While most of the store was a feast for the senses, there were a few blank gondola ends that stood out—such as Quaker Oats—though these were somewhat redeemed by the impressive in-store digital 6-sheet displays, which added a modern, lively touch to the overall promotion.
TescoBradley Stoke
Tesco’s in-store displays felt a little underwhelming compared to other retailers, with a series of seasonal shippers scattered around the entrance and tills, all gently reminding customers that Christmas is just around the corner. Some of the aisles also felt quite sparse, with few visual distractions to capture attention.
That said, Tesco does have its own distinct branded bay style, characterised by simple, minimalistic frames in bold colours, complemented by eye-catching branded header banners. Dual-branded aisle fins also featured prominently, highlighting Clubcard price savings—a key sales driver that clearly aims to attract loyal shoppers.
Among the more notable displays, BrewDog stood out with a striking, graphical “12 Beers of Christmas” advent calendar shipper, accompanied by the slogan, “Say Cheers with Christmas Beers.” There was also a bottle-shaped shipper from Absolut, along with a vibrant purple array of festive chocolate treats from Cadbury, all creating a tempting display for the sweet-toothed customer.
One final, interesting bay came from Pringles, which, rather than focusing on flavour, chose to highlight their eco-friendly credentials, with a strong emphasis on recyclable packaging. This sustainability-focused approach was a refreshing change amidst the usual seasonal indulgences.
Morrisons Cribbs Causeway
Last up was Morrisons, where I was immediately greeted by trolley park displays and bright, branded bollard covers before even stepping inside the store!
Upon entering, I was presented with Morrisons’ own-branded, categorised refrigerated bays, which led me towards the familiar festive offerings of scattered confectionery and alcohol shippers. I noticed that Morrisons have a range of unique, small temporary cardboard gondola ends featuring seasonal favourites like Jaffa Cakes, Ferrero Rocher, Lindt, and Nestlé, adding a bit of variety to the festive aisle displays.
An interesting collaboration also caught my eye, with Cillit Bang, Finish, and Harpic joining forces under the campaign theme “Make Your Home Sparkle,” endorsed by Stacey Solomon. This clever partnership brought some sparkle to the cleaning aisle, adding a bit of seasonal shine to the store.
Tassimo made a big impact with its colossal double-bay display, promoting the “coffee shop at home” vibe. The display was supported by eye-catching floor stickers and accompanying aisle fins, creating a cohesive and inviting coffee corner.
Aisle fins were bright and plentiful, with snack, alcohol, and cleaning brands taking centre stage. These featured engaging promotion comps such as Vimto’s “Win a Big Night In” and Robinsons’ “Win a Wicked Trip Away,” both encouraging shoppers to get involved and add a little extra excitement to their festive shopping.
