‍Introduction

The beginning-of-the-year festivities, along with Epiphany and Candlemas, are unmissable moments for players in the food and retail industries. These festive events bring millions of consumers together around emblematic products such as galettes des rois and crêpes. For retailers, these periods represent a strategic opportunity to increase in-store traffic, build customer loyalty and boost sales through effective merchandising. In this article, we explore how to capitalize on these highlights with innovative merchandising approaches.

Background, figures and challenges

According to LSA, 92% of French people eat galettes des rois during Epiphany, with sales peaking over an eight-week period, particularly in January. Similarly, 78% of French people claim to eat crêpes during Chandeleur, making this festival a firm fixture in the commercial calendar.

The figures also show the significant impact of these festivities on sales. For example, in 2024, Chandeleur generated a +5.3% year-on-year increase in sales for certain festive product brands. These periods therefore represent an important lever for reinforcing brand image, attracting new customers and meeting the expectations of consumers in search of convivial moments.

However, competition is fierce: with ⅓ of galettes sold in supermarkets, retailers have to compete with ingenuity to win over consumers. In 2025, three major trends stand out: the winning beans offered by Lidl with 60 vouchers worth €1,000 on the purchase of a frangipane galette. There are also themed galettes, notably around the Pasquier space, and DIY kits that meet a growing demand for personalization. These developments reflect a desire to attract a variety of targets while enhancing the customer experience. However, this seasonal market also presents major challenges.

Merchandising challenges for the holiday season

• Product visibility: The influx of seasonal references can lead to shelf saturation, making it difficult to see products clearly.
• Attractiveness of sales areas: Customers are looking for immersive, playful experiences that encourage impulse buying.
• Inventory management: Since sales are concentrated over a few weeks, poor management can lead to costly shortages or surpluses.
• Competitive differentiation: It's essential to stand out from the crowd with an offering that combines tradition and innovation, while meeting the expectations of different target groups (families, young consumers, seniors).

3D merchandising: the answer to these challenges

3D merchandising optimizes product layout and presentation by creating immersive, coherent worlds.

1. Theatrical spaces: themed boxes and displays at the head of the aisle create a festive, attention-grabbing setting. For example, spaces decorated in the colors of Chandeleur, with crepe makers, spreads and syrups, can generate cross-purchases.

2. Interactive experiences: in-store games, tastings or operations such as "Cap ou pas cap" can boost consumer engagement. The Whaou! brand, for example, offers interactive challenges for children, creating an emotional attachment to the products.
   
   
3. Optimized inventory management: tracking quantities with analytics helps avoid stock-outs and optimize product rotation in line with sales.
   
   
4. Use of analytics: merchandising can be enhanced by the use of analytics tools to track in-store behavior and optimize product layout. These tools provide access to a multitude of KPIs (key performance indicators) such as shelf space occupied, time spent by customers in certain areas, or conversion rates. Retailers can thus measure the impact of traffic zones, adjust presentations according to sales, and personalize promotional offers according to the data collected.

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Conclusion

Chandeleur and Epiphany are much more than traditional festivities: they are real growth drivers for retailers who know how to capitalize on strategic, immersive merchandising. By capitalizing on attractive theatrical displays, engaging animations and appropriate inventory management, brands can turn these high points into commercial successes. At a time when consumers are looking for memorable experiences, 3D merchandising is an essential solution for standing out from the crowd and boosting customer engagement.

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