The overall UK Christmas retail market is massive, with seasonal sales forecasted at £88 billion in 2024, making it the highest in Europe (Statisa). Grottos represent a great revenue and marketing opportunity, as they drive incremental sales to a venue – often at a premium – and give the site an opportunity to really dial up what makes it so special to visit!
So, as grottos become even more creative and immersive, is the gift at the end matching up?
The days of a simple room and chair for Santa have long gone, with venues really pushing the envelope to create a 360 engaging festive experience. This has also been a lucrative move, with prices almost tripling since 2015. The extra theatricals have been a great vehicle to increase engagement with a venue, so a brilliant marketing play too! However, the gift offering has not really moved with the times – the reliance on high volume imported lines continues to be common practice. Not only does this mean that the grotto visit finishes on a bit of a mediocre note but it also conflicts with the sustainability credentials that many of us whole dear all year round.
Make it personal. Make it count. Make it memorable.
The UK personalised gifting market is booming. We are forecast to spend over £750 million on personalised gifts over the festive season, with buyers paying a premium for unique gifts …. spending a whopping £40+ each. As consumers have access to personalisation more than ever at their fingertips, surely it is natural for them to expect it when visiting Santa too!
Here at Yellow Tuesdays Consultancy we spotted an opportunity to do things differently. In 2025, we partnered a sustainable UK based manufacturer with Beamish, The Living Museum of the North and Poole’s Cavern in Buxton to offer bespoke, sustainable gifts for their grottos for the first time.
We talked to Rachael Marsden, Commercial Manager at Beamish to understand her thoughts on grotto gifting and why they decided to do things differently in 2025.
“We wanted to partner with a supplier that shared our values around quality, creativity, and sustainability. Working together to design a sustainable product felt like a natural fit for Beamish. Creating a bespoke product was important to us because we wanted each product to tell a story and create a memorable moment for the visitor. This approach allowed us to deliver an experience that reflects Beamish’s values, while also prioritising sustainability”.
The opportunity to offer a gift that is made locally, with sustainable credentials, really delivers a quality message that is rarely seen at many venues and this was a clear deciding factor for the team at Beamish. “Choosing a sustainable product that was made in the UK was a key factor for us. It was important that the gifts reflected our commitment to environmental responsibility and to supporting UK-based makers and suppliers,” said Rachael.
The gift that keeps on giving
We worked with Beamish to create a unique snakes and ladders game that included artwork celebrating Beamish locations on the game and the counters. We were also able to customise the packaging with a beautifully printed gift box.. in fact even the games instructions sheet had the beautiful “Beamish at Christmas” logo on it!
Not only did this allow Beamish to stick to their high sustainability standards, as the game was lovingly made in our UK studio… or should I say workshop?! … but it delivered lots of fantastic extra advertising. Rachael agreed on the opportunity here too – “It adds value to our brand and personalisation enhanced the overall quality of the product and helps Beamish’s identity and values.”
Leah Mycock, Membership and Marketing Officer for Poole’s Cavern felt they benefitted from similar elements also, saying, “The additional branding and personalisation gave us a unique and sustainable gift that showcased our new branding perfectly. It was fantastic to see our new logo showcased on such fantastic quality products.”
And most importantly what did the children think?
Rachael said, “The response was overwhelmingly positive. The children were excited by the gifts, and staff appreciated both the design and the fact that they were sustainable products. One key learning was how impactful combining sustainability, quality products, and creating a bespoke product can be”.
Leah wholeheartedly agreed, “Our staff and volunteers loved it and really appreciated how the choice of gifts aligned with our commitments to sustainability and conservation. The children also loved them, and we saw many children playing with their gifts in the café after their experience. Thank you for working with us on this project.”
So what’s on your Christmas list this year?
Hopefully an appetite to take your grotto gifting to the same level as the magical festive experience you have created. The benefits are huge:
- Allows greater justification for premium ticket pricing
- The chance to celebrate what makes your venue so special
- Free marketing with a constant reminder of your venue, every time the child plays with their gift
- Opportunity to deliver on your sustainability ethos all year round
- A very happy child, going home with a gift that truly captures the magic of Christmas. Priceless.
About Us
Welcome to Yellow Tuesdays — a consultancy built for the bold, the independent, and the creatively driven. This is business consultancy, but warmer. More human. More energy. And designed around the way you work. We work with independents, creatives, and early‑stage founders who are ready to grow with clarity, confidence, and direction.
With over 20 years working in the retail landscape with a wide portfolio of businesses – from market leaders such as L’Oreal to a small sustainable start up – we bring a rare perspective, and the energy to spark real momentum and meaningful results.
Whether you’re shaping a new idea, building a business, or scaling your next chapter, Yellow Tuesdays exists to support the work you do and the impact you want to make. We believe growth should feel possible, not overwhelming. It’s about making space for new ideas, simplifying the complicated, and building a business that feels true to you — not a template. Get in touch for a no obligation call and we will create something meaningful together.
Get in touch at contact@yellowtuesdays.co.uk or visit yellowtuesdays.co.uk.
