How to beat the January blues in cheese retail

Well, that was a whirlwind, wasn’t it? Selling cheese at Christmas and through the New Year is both a thrilling and frazzling experience where seemingly every minute of the day is taken up. By ensuring stock levels are high enough, managing pre-orders, dealing with long crowds of (possibly) impatient customers, and doing your darndest to create an all-encompassing festive experience that warms the cockles.

Congratulations for getting through it!

We hope you’ve had at least a little time to put your feet up and are ready for the big January reset. Though what you probably want to do is camp out on warm, distant sunny island, this is a fantastic time to ‘blow out the cobwebs’, assess the year before, and think about all the wonderful ways you’re going to inspire cheese lovers, old and new, in 2026.

Clear the decks

Before you get cracking on your ambitious plans, get that cheese counter, those fridges and shelves in order. It can be easy, in the throes of seasonal selling, to shut up shop at New Year’s and think ‘I’ll do that later’. Now IS your ‘later’.

Give your cheese counter, service area, preparation areas, fridges and shelving a deep clean and a bit of love and attention. Perhaps more so than at other times of the year. Think of this as an early spring clean.

It’s a good time to check those thermometers, inspect chopping boards and equipment to see if you need to invest in anything new, to do repairs, and generally to have a spruce up about the place.

Don’t miss a valuable training opportunity

January tends to be a bit quieter in retail, but you’ve got to take the highs with the lows in this industry, so turn those less busy moments into key training opportunities for your staff.

Invest time in newer members you might not have been able to give as much attention to in the previous months’ leading to Christmas. Can you upskill them in terms of learning more at an in-depth level about a selection of your cheeses? Teach them how to crack open and cut the more difficult varieties, like Parmesan or aged Gouda. Give a little masterclass in wrapping with waxed paper or glass wrapping cut cheeses for the counter. Any information or expertise you can pass on will be incredibly valuable to the experience for your customers in future.

Manage Christmas stock

They say you can never have too much cheese in stock at Christmas. In fact, so many retailers have shared their horror stories with Speciality Food about running out and trying to panic buy from wholesalers at the last minute. There will be some, though, who went over and above. If this is you, and you’ve got a few jarred truckles of Stilton, or more seasonal additions to the counter lurking in the fridges, use these to your advantage.

Get them out on sample again, and survey your customers. Do they like the cheeses? Would they buy them next year? What did they buy for Christmas 2025? Did they enjoy their purchases? What would they like to see more of? 

See ‘leftovers’ as market research to help inform your buying habits for Christmas 2026, and maybe even what goes into the counter during the rest of the year.

It’s also worth having a few recipes to hand as sales tools, giving shoppers ‘at a glance’ materials showing how they can use that piece of boozy Ubriaco cheese this month, or enhance their stews and braises with a touch of crumbled blue.

Build up the buzz

Most people feel a little flat come January. They’re dealing with the pinch after splashing out on gifts, parties, booze and elaborate festive feasts. There’s the weather to consider, with a sense of having to hunker down and get out of the cold. Oh, and isn’t everyone on a diet?

How can you, as a cheese retailer, get more people into the shop?

First of all, ensure it’s warm. That doesn’t have to mean cranking up the heating (though it doesn’t hurt), but can be as simple as adjusting your lighting slightly so the shop has a glow and cosiness about it. Restocking ambient shelves for a sense of generosity rather than New Year sparseness is very important too.

Next, consider value. If you really do have a lot of leftover cheese in your storeroom, perhaps now’s the time to earn brownie points with thrifty consumers by launching some very special offers? Mystery boxes can be a real winner, especially when promoted cleverly online and on social media. Or you can go for the ‘grab a last minute bargain’ approach. Everyone loves a deal!

Use social media and external signage as a continual force for good thoughout January, creating moments that spark joy and excitement on the dullest of days. 

Maybe you could do a New Year’s advent, with a different cheese on offer every day?

Invest in some new cheeses and invite customers in for a New Year, New Cheeses day. Or hook into dry January, again, with tastings, or by sharing loads of inspiration around what shoppers can pair with your cheeses that isn’t boozy. Traditional, heritage apple juice from a local farm, perhaps, with a funky farmhouse Cheddar. Kombucha with an oozing washed rind cheese. Silky prune juice (yes, it works) with spicy blues. Or citrussy craft tonic water with a bright goats’ cheese.

Make it fun. Make it engaging. Remind people (especially newcomers to your shop who visited in December) that cheese isn’t just for Christmas.