Last year saw shoppers spend an extra £100 million on alcohol in supermarkets in the run up to Christmas and grocers will be hoping for a similar bump this year. So what are our retailers seeing on the shopfloor?

Retailer Una Lilley, who owns two Lilley’s Centra stores in Enniskillen, says customers have been stocking up early this year.

“I think people have started shopping early – we’re finding it busy,” she says.

“People have started earlier to get their bits and pieces together rather than leaving it all to the last minute.

“I’d expect it to be a busy Christmas, given that it looked like we were going to be able to meet up  again – but who knows?”

Sales are brisk when it comes to the usual store cupboard goodies with longer shelf lives, she says.

“It’s the usual stuff – chocolate, confectionery, tins of biscuits and all that sort of stuff that people are buying early,” she says.

“I’m finding people are taking advantage of some of the offers that are running in our off licence. They’re taking advantage of any other offers that we run as well for things like cracker deals, champagne.

“We have weekly offers and that’s probably driving a bit of footfall across the site – things like Shloer, all the usual stuff that people like to buy at Christmas.”

James Knox, partner at Parkgate Service Station in Lurgan, says they’ve been busy the whole time.

“It’s been busy and things are getting busier, with stock issues and Covid. People are getting sick and that have just exacerbated the pressures we already face at this time of the year,” he says.

James admits it has been difficult to find enough staff to work in the shop.

While the Christmas stock has been on the shelves for a while, it’s only now that people are really getting going on the festive shopping, he says.

“This past weekend seems to have the start of it, from a Post Office point of view with Christmas cards and things,” he says.

Oonagh Heatley of Kearney’s Costcutters in Randalstown says business has been brisk.

We’ve had a lot of people isolating again in the local area so we’re doing a lot of deliveries. But we can’t complain,” she says.

“It’s probably more everyday shopping – we wouldn’t have seen a big uplift in the Christmas stuff yet, although we are starting to get it now, things like selection boxes and things like that.”

Oonagh says they are seeing staffing issues at the moment.

“We normally do a customer giveaway where we give out food and mulled wine, but we didn’t do it last year and this year,” she says.

“But we may possibly do a Christmas draw for a hamper in the run-up to Christmas – a 12 days of Christmas hamper a day offer with random selections.”

Brian Muldoon, who owns Muldoon’s Supermarket in Bellaghy, is also finding things busy.

“We’ve just got stock in and we’re putting in the Christmas pricing for a lot of the deals that we’re getting organised with. There’s a lot of preparation involved,” he says.

“Christmas stock was already in store a while ago, but it’s making room for everything.

“We’re always busy but we are busier than we normally are, with seasonal things, like tins of sweets and drinks promotions.”

The store is busy sourcing stock and putting promotions in place to attract shoppers in, he says.

“The big companies are pushing very hard on these and we’re seeing that in the press, so we’re trying to get the deals in place that will keep us competitive. When it comes to Christmas, December really is the time for selling – tins of biscuits and we’ve got a few wine deals going well.

“We’re putting it on early to make sure there are plenty of deals to be had and they are visible.”

While a few staff members had to isolate, they’re back at work now, he says.

“I’ve heard horror stories about  companies having a tonne of people off. And it’s not just as easy to get people as it once was, but it’s not something we’re worried about.

“Thanks to the cold weather, coal and sticks and all that stuff has been selling well over the last few weeks since the weather turned.”

Kieran Sloan, managing director of Sawers Belfast, says they’ve been busy, especially their online shop.

“I think it’s because we are a more exclusive shop and people want their niceties for Christmas, so we are very busy – we’re a sort of specialised market,” he says.

“The hampers are the main thing, along with all the local things we do, and Sawers brands are all selling well.

“Everybody wants to buy local this year and we’re getting more jams, chutneys, pickles and biscuits that are produced by local suppliers and we have them branded for us.”

Kieran says the Christmas rush has come earlier this year and they have had to adapt.

“It’s been early – people have this fear of lockdown again and we’re seeing a different trend. Usually in October people are going around browsing, but this time they are browsing and buying, so we’ve had to up our orders.

“We’ve been onto more companies, trying to  up our orders to make sure we have enough.”

Laura Bradley, partner at Indie Fude in Comber and Belfast, says both shops have been busy, along with the online store and corporate hampers.

“Definitely, there is a good demand for local produce. I think people were burned last year because we had to close our books really early for hampers and even cheese boards, so this year they got in early to make sure they can get all those lovely things that they know are available locally but aren’t always in massive supply because they are from artisan producers,” she says.

“More and more businesses are acknowledging how important it is to get their hampers locally.

“I suppose because we really shout about how great our local cheese and charcuterie are, they are great sellers every year.

“With Northern Irish produce in particular, everybody is just starting to stand up and take notice of how good it is so more people are leaning towards Northern Irish rather than southern Irish produce. People are wanting to support as local as they can,” Laura says.

Emma Rice, marketing manager at Springisland Supermarket in Coalisland, admits the run-up to Christmas this year has been a challenge.

“Everyone’s anxious about the ongoing pandemic and potential lockdown, so we’ve found it’s definitely affected shopping habits and seen a lot of customers stocking up early on key lines,” she says.

“Trade has been great all year and we can see customers are keen to get organised so we opened our order books early this year to ensure customers weren’t disappointed.

“Amid the ongoing price increases apparent across the supply chain, this Christmas we’re focusing on maintaining competitive pricing on the Christmas dinner essentials alongside the introduction of new unique products to give customers the best experience we can.”

Paddy Doody, Sales and Marketing Director at Henderson Group which owns the SPAR, EUROSPAR and ViVO brands in Northern Ireland says the company introduced the annual 12 Deals of Christmas campaign back in October, giving shoppers the opportunity to stock up on a different everyday and festive essential at a reduced price each week, in the lead up to Christmas.

“We’ve had Shloer and tubs of sweets on offer, which are always popular for Christmas, alongside cocktail sausages and clementines, so shoppers have been taking advantage of those deals which helped them get organised early,” he says.

“As a local retailer, we’re proud to have local products on our shelves and for Christmas, 100% of our Christmas dinner products are from local farms, fields and suppliers such as Fresh Fields carrots, Stephen Murdoch and Andrew Herron’s Brussels sprouts in Comber, William Orr & Son’s potatoes in Crossgar and Cookstown Gammon.

“Keeping it local offers better value for our shoppers and continued support for our local suppliers and agri-food industry, so we’ll have everything our shoppers need for the big day.”

For full feature in our latest issue of Neighbourhood Retailer, click HERE.

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It all started off in a little attic in Comber, County Down.

“It all started with my business partner, Johnny McDowell. He had a period of ill health and decided to take a career break to recover fully.  During that time, he did some travelling around Ireland and realised just how many brilliant small producers were making excellent products that were not easily accessible to the general public.” said Laura. “Johnny really wanted to be able to get his hands on these products at home, share his new found discoveries with others, and in turn support these incredible people making world class products – and the rest is history!’

“Johnny began with a website – working from the attic in his parents’ house – with just ambient products. He set it up quite naively – he knew it was a great idea but had little knowledge on how to build a successful online business, how to build up your SEO* and get traction with social media and so on..

“So he took the bull by the horns and headed out and about talking to people, visiting local markets and that really opened our eyes.”

Eyes open

Wide eyed, inspired and fired up – but with no retail business experience – Indie Füde was born, blending two words – indigenous and independent – with a twist on the word ‘food’ to make a smiley face on the U! That injected a little bit of fun in to the brand – and it took off from there.

“He began in a local market, face to face and meeting people, it quickly became apparent there was potential for a pop-up shop” said Laura. “Johnny opened the Comber shop which was meant to be just for Christmas 2015 – with a huge demand for hampers, which were promoted on the website, social media, and with a few excellent TV and radio mentions”

Quality local produce

It was around this time that Laura met Johnny – they both shared a passion for quality local produce. Laura joined the business in May 2016 and it’s quite literally taken off from there. A few years later they moved in to a larger store in Comber.

“We were tucked away in a courtyard – a well suited and beautiful starting place – but we needed something bigger to grow in to. We wanted more space for not only more great products, but to continue to bring in cheesemakers and hold our ever popular tastings. We really needed a bigger space to showcase all fabulous Irish cheese!,” explained Laura “So three years ago we upped sticks round the corner to Castle Street. With a seating area, much expanded pantry and a large deli counter specifically to showcase our artisan Irish cheese and charcuterie!”

Ormeau Road

Indie Füde now has two outlets – with a new shop open on Ormeau Road a few weeks before Christmas last year – primarily as a cheese shop at first.

“We wanted the space to be something really special. We decided to turn the unit into a big chiller, with an air conditioning unit – meaning we could happily house big wheels from all over Ireland. They also look rather impressive on their purpose built shelving too. The cheese is the focus here – it’s our ‘Cheese Edition’. Though there’s also a great coffee offering with snacks, buns and some retail shelves,” said Laura. “We found the building just before Covid struck so it was a bit tricky at first.

“It’s a beautiful three storey town house – and so far, is going great. We have plans for the other floors in time. We’d been talking about opening a cheese shop in Belfats for some time, and felt it was important to have a presence in Belfast – the Ormeau Road is a real hive of independent retailers – and they are thriving. We’ve had great support from the neighbouring retailers. It’s a wonderful community”

So much scope

The two other floors have so much scope for development and potential – with plans for cheese tasting events, food tours and plentiful other ideas.

“There’s a real push towards getting people back into locally owned stores. All of our product is 100% indigenous – cheeses, chutneys, oils, hot sauces, biscuits, charcuterie, beef, pork – all from local farmers and small independent producers.

“Even our hummus is made locally in the authentic style, by a Palestinian man, Hani, who has made his home in Carrickfergus. There’s so many world flavours available – but all made here. For example, charcuterie is not seen as typically Northern Irish but people are really embracing the idea of continental style sharing platters.”

Another innovative idea that’s totally taken off is wedding cheesecakes and cheesecakes for birthdays and other occasions.

“There’s such a demand for speciality cheeses now – people want to sample, try and buy. Cheese is also becoming increasingly popular for gifts, corporate gifts and hampers at Christmas – which all have the benefit of keeping money in the local economy” said Laura.

Future plans?

2022 should see plenty of Indie Füde events – shining a light on the culinary delights of local areas.

“The Strangford Lough area has so many amazing local producers and venues – many undiscovered beyond the locals. We would hope to have our Strangford Food Tours up and running again – along with developing other plans for supper clubs and tastings in both Comber and Belfast” said Laura.

“We’ve been so fortunate in finding the right staff – people who share our vision and are passionate about locally produced, quality food. It’s what has allowed us to continue to grow, spend our time on new areas and ideas, and inspire us too! Being able to find people who are in tune with our ethos, who are enthusiastic and share in our excitement at what we do. We’re so proud of our team across both of our branches – and are delighted to receive excellent feedback almost daily from our customers. Approachable, well informed staff are part of what makes us so different to a ‘normal shop’ – each and every member of the team loves to help someone discover something new, or make a favourite recipe ‘local’.”

Visit www.indiefude.com

*Search Engine Optimisation

The post Deli with a Difference – Indie Füde is a deli, but not like any other… first appeared on Neighbourhood Retailer.