From Counter to Christmas Table: How Retailers Can Turn Pies into Gifts

Christmas gifting is about thoughtfulness — and few gifts feel as heartfelt (or delicious) as something beautifully baked. For retailers, farm shops, and delis, this festive season presents a golden opportunity: transform your artisan pies and pastries from everyday lunch items into memorable, giftable experiences.

1. The Shift from Food to Gift

During November and December, the market for food gifting surges. Shoppers aren’t just looking for convenience—they want authenticity, indulgence, and something that feels personal. Artisan pies, with their handmade quality and comforting flavours, tick every box. By positioning your pies as more than just a meal, you tap into a growing desire for gifts that are both delicious and meaningful.

2. Turning Pies into Presents

Not all pies are created equal when it comes to gifting—but the right products can shine. Think of your most “giftable” items: a Chilli Jam Pork Pie, festive quiches, or mini pies packaged in charming sets.

Presentation is everything. Consider:

Kraft boxes tied with festive ribbons
Branded stickers adding a professional touch
Wooden boards or decorative trays for a premium feel
Tissue paper wrapping for that extra layer of anticipation

A little creativity in packaging can elevate a simple pie into a luxury gift, making it impossible for customers to resist.

3. Ready-Made Hampers & Bundles

Take gifting to the next level with hampers. Pair your pies with complementary items like chutneys, cheeses, or artisan crackers. Ideas such as a “Gourmet Pie Hamper” give customers a complete festive experience in one beautifully curated package. Bundling products not only increases average spend but also positions your store as a one-stop destination for thoughtful gifts.

For more tips on turning tastings into sales this festive season, check out our handy guide: The Power of Seasonal Sampling: How Free Tastes Turn into Festive Sales.

4. The Story Behind the Bake

Shoppers love gifts that tell a story. Add tags or cards that share your provenance: “Made in Yorkshire, baked by hand, using all-British meat.” Highlighting your craft, heritage, and attention to quality builds perceived value and makes the gift feel personal. Every pie tells a story, and packaging it thoughtfully ensures your customers are passing that story along to their loved ones.