When the temperature drops, it’s tempting to think ice cream season is over. But here’s the twist: 35% of sales happen in winter!1 While everyone’s bundling up, they’re also reaching for indulgent, comforting frozen treats so with the right approach your freezer can stay profitable all season long.
Here’s how to rotate stock effectively and prepare your ice cream cabinet in 5 simple steps:
1) Keep Freezers On & Shopper-Ready
Your freezer is one of the first things customers notice. Always keep cabinets on, clean, and well lit - it signals freshness and reliability. A neat, inviting freezer encourages customers to stop, browse and buy.
Top tip: Face up products and check stock regularly. A tidy freezer is a tempting freezer.
2) Stock the Winter Winners
Focus on products proven to sell in colder months:
- Magnum Classic & Magnum White Chocolate – remain the #1 and #2 best-selling impulse SKUs2, and the #1 stick brand in the category during winter3.
- Magnum Double Gold Caramel Billionaire Bonbons – perfect for shoppers looking to treat themselves.
- Ben & Jerry’s Pints – nearly half (47.5%) of their sales happen in winter!4
Top Tip: By giving basket space to these indulgent and premium lines, you’ll keep your range relevant and profitable.
3) Introduce Seasonal Innovation
Winter is the perfect time to surprise and delight. Shoppers love seeing something new - especially when it’s indulgent and an exciting new flavour or format.
Entice shoppers with this year’s NEW flavours and seasonal favourites:
- Magnum Bonbons – available in best-selling Magnum flavours (Gold Caramel Billionaire, Salted Caramel & Almond and White Chocolate & Cookies)
- Ben & Jerry’s Minterland
- NEW Ben & Jerry’s Chocolatey Orange Chunk
- NEW Brookies & Cream Peaces (Available at Booker Only, as presale)
4) Use Winter Merchandise to Boost Visibility
Let’s be honest - most shoppers aren’t coming in looking for ice cream over winter. But with the right seasonal merchandise (think header boards, freezer stickers), you can grab their attention and drive impulse purchases - by up to 77%5
Top Tip: Use merchandise to highlight cosy nights in, sharing moments, and festive indulgence. Ice cream isn’t just a snack - it’s a mood. Claim FREE MERCHANDISE HERE
5) Keep Cabinets Full & Clean
An empty or frosted-up cabinet can turn shoppers away.
- Defrost regularly to maintain freezer efficiency and product quality.
- Top up often – replenish empty baskets quickly to ensure you never miss a sale.
Winter Doesn’t Mean Ice Cream Sales Have to Chill
Ice cream is a category you don’t want to neglect when the temperature drops. By rotating your Wall’s summer ice cream range to Wall’s winter range, filled with proven best-sellers, and keeping freezers clean, tidy and well-merchandised, you’ll be ready to make this winter a profitable one.
Ready to win winter?
Don’t Miss Out - Order your Winter Must-Stock Range
Find your local Wall’s representative to place your order today.
Claim your FREE Winter Merchandise
From freezer header boards to stickers our Winter branded merch is designed to do more than just decorate, it drives results!
Wall’s Winter Ice Cream Brochure
Explore bestselling impulse and take-home lines from iconic brands like Magnum and Ben & Jerry’s. Download now to discover what drives footfall and boosts profits.
Wall’s Winter Freezer Planogram
Find your freezer planogram and must-stock range for winter — we have layouts for 12 to 18 basket and upright freezers, download the one that suits your store
