By Dana Lawnzak / Director, Food Chain Outreach, American Egg Board
The holiday season is here, and with it comes the beloved tradition of holiday baking. This season, baking becomes more than just creating a treat – it’s a cherished way for families and friends to bond, share traditions and make memories.
At the heart of our favorite holiday recipes are eggs. From velvety puddings to savory quiches, eggs are the unsung heroes of holiday cooking. They provide structure, moisture and that rich texture shoppers love. But eggs aren’t just essential to great recipes; they’re also a key driver for larger shopping carts.
Research shows that when eggs are in the basket, the overall cart size tends to grow.* Why? Eggs are the foundation of so many holiday staples, prompting shoppers to pick up complementary items like flour, sugar, butter and spices. Whether customers are whipping up a classic holiday cookie recipe or experimenting with something new, eggs are the constant across holiday recipes and meal occasions.
While many households have their go-to holiday recipes, the season also offers a chance to introduce new traditions. Baking is about more than just food – it’s about connection. By providing fresh recipe ideas, baking tips and inspiration, you can help your customers create moments that go beyond the kitchen.
Consider adding recipe cards or QR codes to your displays that link to ideas like these:
- Easy-to-make treats for kids, like holiday sugar cookies they can decorate.
- Show-stopping desserts like pavlovas or layered cakes that are perfect for holiday gatherings.
- Easy brunch solutions like this savory pastry ring, ideal for festive mornings with family.
Celebrate the Magic of Eggs
This holiday season, eggs aren’t just an ingredient – they’re the key to unlocking creativity and joy. Whether it’s a first attempt at homemade bread or a family favorite passed down through generations, eggs are there to ensure success.
Grocers play a vital role in making these moments possible. By highlighting the importance of eggs and their versatility, you’re not just helping customers fill their shopping carts – you’re helping them fill their homes with laughter, warmth and joy.
Let’s celebrate the magic of baking—and eggs—together. Encourage your shoppers to embrace the season with confidence, creativity, and, of course, plenty of eggs. After all, many of our favorite holiday traditions often start in the kitchen.
*NielsenIQ Homescan Panel, 52 weeks, ending 5/18/24
