During the corona years, providers of Christmas and themed packages have seen employers generous with their staff, with benefits and snacks at expected and unexpected times. But this is not a decline after these generous years. “We don’t see it at all,” says a Sligro spokesperson. ‘Although he was also exciting to us how this was going to play out, especially due to rising inflation. But the sale just went on.”
With an estimated total sale of 1 million packs, things will be business as usual at the wholesaler this fall. ‘This also has to do with some realism among employers. Staff are worth something to entrepreneurs, especially with a shortage in the labor market. Employers therefore do not skimp on the Christmas package, even if they have little to spend. They say: our employees are having a hard time. So they wish them a good December.’
At Makro, which expects to sell around 1.5 million packs this year and is therefore the national market leader, there is no decrease in the number of orders. They are not at all surprised by this. ‘It’s not only an important part of the corporate culture, but also of working conditions. And keeping employees happy is especially important now.’ There is also a storm at the Brandwijk theme packages in Zaltbommel, which has been around for almost forty years. “Last year we already had the best year of our existence, we think we will surpass it this year,” emphasizes Dick Brandwijk.
Food
One thing is different this year, though: the composition of the packages. They are increasingly full of food. A recurring phenomenon in economically difficult times, Makro know it. “Colleagues who have worked here for a while already predicted this when inflation picked up earlier this year: if this continues, food parcels will soon be going fast again,” says a spokeswoman. “They were absolutely right. Because food is doing well the old-fashioned way again. There is much less demand for snack boards or trolleys, which were popular in previous years.’
They also see that ‘food’ is required of Sligro: ‘We literally ask for it. That choice really has to do with staffing budget constraints.’ Dick Brandwijk observes the same: ‘We’re going back to the old days a bit. With fewer choice packs and gift vouchers, but complete food packs with a small gift, such as a blanket or plaid, so you have less heat on cold evenings.’
And the prospects for 2023? ‘If we stay with the energy crisis, that will certainly have consequences for our customers’ spending,’ thinks Brandwijk. ‘But that doesn’t change the fact that employers need to keep their staff happy next year too. They know it themselves. That’s why I’m not worried.