Chocolate and magic! Discover the spirit of Christmas with E.Wedel

The holiday season is the most magical and commercially important time of the year for the chocolate and confectionery category. From gifting and family gatherings to home baking and festive indulgence, chocolate becomes the heart of every celebration.

For nearly 175 years, E.Wedel has turned this magic into an art form - transforming cocoa into emotions, moments into memories, and products into symbols of joy.

This Christmas, the story once again begins at The Chocolate Factory E.Wedel, a world where craftsmanship meets creativity, and every praline, bar, and Santa figure is made to spark delight.

The most important season for chocolate sales

According to the National Confectioners Association, the four key holidays - Valentine’s Day, Easter, Halloween and Christmas together generate over 60 % of annual chocolate and candy sales, with the winter holidays being the absolute leader.
Almost 95 % of consumers say chocolate and sweets are part of their seasonal celebrations.

This period combines several powerful purchase motivations:

• Gifting - chocolate is the No. 1 small gift of choice; more than half of consumers prefer giving or receiving chocolate over wine or flowers.

• Socialising - people seek small indulgences to enjoy during gatherings and meetings with family and friends.

• Cooking & baking - the growing home cooking trend has consumers using chocolate as a core ingredient for festive desserts.

• Emotion & nostalgia - flavour memories play a strong role; people reconnect with brands they’ve loved for years.

That’s why the pre-Christmas season remains the key revenue window for confectionery brands and retail partners alike.

E.Wedel pralines - the perfect gift from the heart

In this festive period, premium pralines and gifting assortments play an exceptional role. They convey emotion, gratitude, and shared joy and are ideal for both planned and spontaneous purchases.

E.Wedel’s portfolio offers elegant, high-performing options across formats and price levels:

• From the Heart pralines -  a classic symbol of warmth and affection, beautifully packaged for holiday gifting.

• Happy Barrels – a playful yet refined praline range with liqueur-inspired fillings, perfect for adult gifting or sharing.

• Ptasie Mleczko® - an emotional favourite across generations; its soft, cloud-like texture and seasonal packaging make it a must-have on festive shelves.

These formats meet all the key shopper needs of the season:

•  thoughtful gifts, 

• indulgent treats, 

• and items for sharing with loved ones.

The magic of The Chocolate Factory E.Wedel

This year Christmas activation by E.Wedel begins in the heart of the brand - The Factory of Chocolate.
It’s more than a production site; it’s a symbol of imagination, creativity, and craftsmanship.

The 2025 festive theme draws directly from this spirit.
Store displays and digital campaigns will showcase the factory as a place where festive dreams are handcrafted, praline by praline, bar by bar, by true chocolate masters.

Retail partners are invited to bring this story to life through:

• decorated Christmas zones inspired by the Chocolate Factory E.Wedel motif,

• POS materials with golden accents and interactive QR codes,

• and storytelling that lets consumers step inside E.Wedel’s world of wonder.

Why do consumers buy more chocolate before Christmas?

Recent research by Euromonitor International shows that holiday chocolate purchasing increases due to:

• the “permission to indulge” effect - consumers relax dietary restrictions during festive periods;

• the rise of home entertaining - more family dinners, visits and small gatherings require sweet treats;

• the emotional comfort factor - chocolate is viewed as a symbol of generosity and happiness;

• and the continuing rise of home cooking - desserts, baking, and DIY gifting projects all drive chocolate sales.

Chocolate is no longer just a product; it’s part of the cultural ritual of Christmas - a way to express care, celebrate togetherness, and add sweetness to shared moments.

How to maximise chocolate sales this season?

To capture the full business potential of the season, E.Wedel recommends several key activation strategies:

 1. Promotions & value bundles

• Use “buy more for less” mechanics (2 + 1 free, multipacks, or family bundles).

• Offer premium gift boxes at tiered price points to satisfy both impulse and planned purchases.

• Support price promotions with strong storytelling about joy, craftsmanship, and quality.

2. Cross-category merchandising

• Combine chocolate with coffee or tea for gifting and self-indulgence missions.

• Create holiday hampers and gift baskets with nuts, snacks, and hot-drink accessories.

• Place Ptasie Mleczko® near dairy or bakery sections to inspire dessert pairing.

3. In-store experience

• Build a dedicated E.Wedel Christmas zone early in the season - using gold, and E.Wedel navy.

• Add QR codes linking to festive recipes.

• Encourage tastings or small sampling experiences to trigger trial and gifting purchases.

4. E-Commerce & digital channels

• Feature Christmas novelties prominently on homepage banners and category pages.

• Offer ready-made gift sets, gift-wrapping, and click & collect options.

• Use social media storytelling „Chocolate and magic at home” with baking inspirations, gift ideas, and short factory videos.

• Engage consumers via newsletters and paid campaigns promoting limited editions and last-minute gifts.

5. Home cooking as activation

Leverage the home cooking and baking trend to inspire consumers to make festive desserts with E.Wedel chocolate.
Provide downloadable recipe PDFs or QR codes in stores and online, each recipe linking directly to your product SKUs.

A season of joy, partnership, and chocolate craftsmanship

The Christmas season is not just the biggest sales opportunity of the year. It’s also the moment to deepen consumer relationships and reinforce brand emotion.
Through  The Chocolate Factory  theme, E.Wedel invites partners to celebrate together uniting storytelling, visibility, and irresistible flavour.

By focusing on premium pralines, creative cross-merchandising, and engaging digital experiences, you can turn every store visit, every online click, and every unwrapped chocolate into a moment of shared magic.

Let’s make this Christmas truly sweet

Whether in stores or online, E.Wedel offers the perfect blend of business opportunity and emotional connection.
Because when shoppers choose E.Wedel, they don’t just buy chocolate.
They share joy, tradition, and the timeless magic of the E.Wedel factory of chocolate.