New data from Worldpanel by Numerator shows that take-home grocery sales in Ireland grew 5.5% year-on-year in the four weeks to 2 November. Early festive baskets — especially boxed chocolates, up more than €8 million in a month — are driving momentum.
We see this as part of a broader European trend:
➡️ Shoppers are planning earlier
➡️ Promotions are more influential (22% of sales on promotion)
➡️ Premium own-label continues to rise
➡️ Households are increasingly responsive to clear value cues
📬 What does this mean for letterbox marketing?
-
The ‘golden quarter’ is starting sooner. Brands that wait until December risk missing the early planners already making gifting, entertaining and food choices.
-
Door drops remain a powerful trigger for seasonal discovery — especially when households are primed for inspiration and seeking value.
-
High-impact creative + clear offers resonate more strongly when shoppers are actively building their festive shopping lists.
-
As inflation remains above 6%, trusted, tangible media helps households make confident purchasing decisions.
Ireland is simply the latest example in a wider shift we are observing across ELMA’s 18 member countries: consumers are returning to practical planning habits, leaning on media that feels local, reliable and helpful.
As the festive season ramps up, letterbox marketing continues to offer brands a cost-efficient, high-attention channel that reaches households in the moments that matter most.