It will not be long before the Christmas markets open in Palma. | Photo: Majorca Daily Bulletin reporter
Christmas fever is already gripping Mallorca. Nougat has been taking up shelf space in supermarkets for weeks now, sharing the spotlight with beach essentials. Its arrival in September – which is coming earlier and earlier on the calendar – is not solely down to a commercial strategy; behind it lies a production schedule that begins in summer, logistical planning that allows for stock to be prepared in advance, and a distribution system that brings the Christmas campaign forward each year.
Mercadona explains that there is no single reason for displaying Christmas products earlier, as each item has its own production and availability cycles. In the case of traditional nougat, production begins after the almond harvest – one of its main raw materials – which takes place in August. Production begins at that point, meaning the products can reach shops several months before the festive season, as is the case with their supplier, Antiu Xixona.
From a distribution perspective, Carles Tarancón, from Asodib, explains that product availability and demand forecasting also shape the timetable. Shops begin receiving nougat as soon as it is produced and increase their orders as the festive season approaches. The fact that it is a product with a long shelf life and a predictable peak season allows shops to organise their stock more effectively. Tarancón adds that the diversity of customers in Mallorca, particularly in tourist and coastal areas, also influences shopping habits.
Planning also determines when large retailers begin preparing for the festive season. The National Association of Large Retailers (ANGED) points out that October is the usual month for stocking nougat and putting together hampers. The trade body also highlights the influence of other European markets and the United States, where Christmas plays a more prominent commercial role, as well as the diversity of residents living in Mallorca, who have different consumption habits. Ikea has traditionally been one of the first to celebrate Christmas.
Meanwhile, Alfonso Rodríguez, spokesperson for Consubal, believes that the retail calendar has gradually come to dictate shoppers’ habits, with consumers now being exposed to the various campaigns for increasingly longer periods. “By the time Christmas Eve rolls around, we’re fed up to the back teeth with Christmas,” he said. In his view, this early start is primarily down to a marketing strategy that creates new needs and normalises the early onset of the festive season.
Rodríguez distinguishes between having more time to spread the cost and buying earlier simply because the products are available. “If the earlier start allowed people to find lower prices, it could benefit families, but having nougat on the shelves in October doesn’t mean it’s any cheaper,” he laments. For Consubal, the problem is that this early start “doesn’t always translate into savings for the consumer”.