The Christmas you helped make
Every Christmas starts the same way for us. With a knot in the stomach. Running a small, independent deli means Christmas is not just a busy season, it’s also a crucial one. It can make or break the year. And after a particularly tough 2025 for so many small businesses, we went into December feeling hopeful, but also more than a little apprehensive. You never quite know how it is going to go until it is actually happening.
When the doors closed on Christmas Eve
By the time Christmas Eve arrived, that knot had loosened. We were tired, but in a good way. The shelves were looking a little sparse, the counters had been worked hard, and we could finally breathe. There is something incredibly satisfying about locking the door on Christmas Eve knowing you have done okay, and that a few days of rest are waiting. The run-up to Christmas is intense, and those quiet days afterwards are very welcome.
One of the things we love about Christmas is that it is never the same two years running. There are always patterns, but every December brings its own surprises.
What flew off the shelves
This year, panettone flew out earlier than usual. We only stock Loison panettone, because it really is something special. It tastes as good as it looks, and it is beautifully packaged, so it makes a lovely gift as well as a brilliant thing to have on the table.
Fudge was another big favourite. We have always believed the fudge we sell is some of the best you can get, and the way it disappeared from the shelves certainly seemed to back that up.
The surprises
Wine and cheese sold strongly too. But, we sold less of the traditional big Stilton going, and more of the smaller, artisan cheeses. It feels like more people are becoming curious, wanting to try something a little different, and we love that.
And then there was fish. With a capital F. More and more people are now discovering that fresh fish is part of what we do at the deli, and this Christmas it really showed.
Looking ahead to next year
All of this helps shape how we think about the year ahead. We will certainly be stocking more panettone next Christmas, and as always we will be on the lookout for new things to tempt and delight you. We are always happy to hear suggestions too. So if there is something you would love to see on our shelves, do tell us.
Mostly though, what stays with us after Christmas is not just what sold, but the people. The conversations, the laughter, the shared moments of stress and relief in the run-up to the big day.
A heartfelt thank you
So, from both of us, thank you. Thank you to everyone who supported us through what was a turbulent and difficult year, with purchases, patience and good humour. All three are vital to keeping a small business like ours afloat, and we do not take any of it for granted.