10 ways to make the most of picnic season

Brits have a spring in their step this week, as the mercury continues to rise. Sunny weather casts a rose-tinted sheen across all aspects of life. It makes us want to explore the great outdoors more. To socialise. To cook and eat the season’s bounty. And, crucially for retailers, to shop!

With sunshine, generally, comes optimism in speciality retail, as farm shops, delis, food halls, garden centres and cheesemongers reap the benefits of consumers seeking fresh, premium, interesting (and easy to prepare) products for their al fresco occasions.

According to Google, searches for picnic food ideas have increased by a whopping 57% this year compared to the same period in 2024, with picnics chiming especially amongst Gen Z and Millennials who continue to shun more formal sit-down meals in favour of informal gatherings with ‘picky bits’.

Monda Bottamley, owner of pop-up picnics business, The Social Set Up, said, “There’s something truly special about enjoying an outdoor gathering, especially as we are all busier than ever. We’ve seen a real rise in picnicking in recent years, which reflect people’s desire for more relaxed social dining experiences that help them reconnect with nature. 

“Picnics are the perfect way to create lasting memories with friends and family while getting out into fresh air – something we often neglect in our fast-paced lives.”

How to ‘sell’ the Great British picnic

1. According to Google and Tastewise, the top trending terms in relation to picnics this year are vegan and vegetarian. Ever health-conscious consumers are not only looking for plant-based recipes and inspiration, but for ‘easy wins’ while shopping. Maybe it’s time to assess your vegan and vegetarian options in store – from dressings and sauces, to ready-prepared foods. And strike while the iron’s hot, giving these products a strong push and promotion in-store and on social media.

2. One of the biggest search topics of the moment for Google is ‘where to have a picnic near me?’. If you have a picnicking area on site, make sure it’s clearly signposted physically and online. Update the meta description for your website to include the fact you have a picnic site in your town to improve your chance of being found in search.
If you’re not lucky enough to boast your own picnic area, why not draw up a list of all your favourite local picnic destinations, offering it as a printable for customers in store or a download online? Include your branding to keep your business at the forefront of their minds as they plan their next outing.

3. On a similar vein, searchers online are seeking out delis near picnic sites. Make yourself visible online and on social, and make friends with local influencers to help get the word out.

4. Online search is high for picnic blankets, picnic plates and picnic bowls. If space allows, this is stock worth investing in and showcasing on social media. Go for quirky, cool, covetable products customers are unlikely to see elsewhere. 

5. Make the picnic shopping experience as easy as possible. For starters – are you stocking consumers’ top buys? According to Leisure, top of shoppers lists are sandwiches, followed by crisps, fresh fruit, sausage rolls, cheese, salad, fresh bread, pork pies, cocktail sausages and Scotch eggs. Offering something new is essential to help you differentiate, but don’t stray too far from the products you know they love and will buy in volume.

Other ‘nice to haves’ include pre-portioned cheese platters, ready-made charcuterie boards in various sizes, and a range of sides (think coleslaw and potato salad) in single, double and family portions.

6. Don’t neglect your chiller. RTDs are your friend at this time of year. Not only are they lighter to carry than bottles and easier to recycle, but they allow friends and family to mix and match their drinks depending on their wants and needs – whether they want a cocktail, mocktail, canned wine, low sugar option, energy drink of something functional. Premium canned cocktail brand, Moth, saw a 46% uptick in sales last summer – don’t miss out. Get sampling now and inspire shoppers to pop something new in their baskets.

7. Sustainability is at the forefront of many shoppers’ minds. Help them make moves in the right direction by offering recyclable or sustainably made disposable picnicware such as wooden cutlery, and try to package your prepared options in an eco-friendly way.

8. Don’t forget the kids. Picnics are often a family affair, and often (after putting a lot of effort into salads, sides and the like) parents have to contend with making a separate selection for their children. Make it easier for them with child-friendly (and nutritious) snack packs to take away.

9. Hampers are one of the ultimate indulgences fine food retailers can offer. Curate special picnic baskets this season, filled with ambient items such as crackers, biscuits, crisps, drinks, chutneys, chocolate, dressings and more, and include details of ‘extras’ they can pick up to add value to what’s inside. Salad leaves on the fresh aisle for their dressing. The best cheeses at the counter to go with the chutney. Which pastries go most perfectly with the pickles.

10. Snacks are at the heart of any good picnic, and this could be the year to up your game. Customers are looking for healthier nut and fruit snacks, nutritious flapjack and oat bars, snack packs of biscuits, interesting savoury crackers and biscuits, and single portion luxury chocolate bars.