Get Shoppers in the Holiday Spirit

Nut and dried fruit merchandising can maximize year-end produce sales.

Nuts and dried fruits are a holiday staple for generations of U.S. shoppers, but their popularity appears poised to increase, thanks to awareness of the importance of healthy eating.

Taken as a whole with dried fruits, Research & Markets estimates that the category is likely to reach over $23 billion in value terms by 2030, an increase from $18 billion in 2023.

RIDE THE SEASONAL WAVE

The holiday season is one of the most important times of the year for walnuts, according to Robert Verloop, executive director and chief executive of the California Walnut Board and California Walnut Commission (CWB), Folsom, CA. He cites Circana research that shows an estimated third of annual sales occur during the fourth quarter. “In-shell walnuts remain a nostalgic favorite for both décor and snacking,” he adds.

“The holiday season is all about sharing and celebrating,” says Joseph Setton, executive vice president of Terra Bella, CA-headquartered Setton Farms, a specialist in both raw, roasted, and processed pistachios.

The company’s product line ranges from raw pistachio kernels for cooking and baking to dark chocolate-covered pistachios for an “irresistible holiday treat.” Setton says the company’s Premium Burlap Gift Bag is a classic holiday favorite and seasonal best-seller, offering extra-large, dry roasted and salted pistachios.

Setton Farms has recently expanded its USDA organic-certified facility, allowing it to introduce new organic pistachio options.

Setton says retailers can drive sales by highlighting pistachios as a healthy and convenient snack. “Shoppers are especially drawn to no-shell, flavored varieties that combine ease with bold taste.”

To help drive the seasonal lift, Verloop recommends retailers increase walnut visibility and use creative merchandising strategies, such as showcasing display bins, boxes and gift baskets. He suggests promoting walnuts for seasonal recipes and entertaining occasions, and including nuts in digital offers or loyalty app features.

The CWB is currently implementing what Verloop describes as an “aggressive marketing initiative tying California walnuts to the joy of the season and positioning them as an integral part of holiday baking, cooking and entertaining.” The program includes influencer collaborations, plus connected TV and streaming commercials, covering a range of platforms.

EXPAND SHOPPERS’ CARTS

Headquartered in Los Angeles, CA, Wonderful Pistachios will be bringing back its No Shells Sweet Cinnamon pistachios for the holiday season after a successful debut in 2024. The variant, available for a limited time, will feature a refreshed look and new, larger 11-ounce and 22-ounce bags through Costco and Walmart.

Diana Salsa, Wonderful Pistachios’ vice president of marketing, says retailers can maximize sales by leveraging impactful point-of-sale (POS) displays. “Retailers that feature Wonderful Pistachios POS displays are proven to drive two times’ sales velocities compared to retailers who do not use them,” she says. “These displays capture the customer’s attention at key decision-making moments, creating an opportunity for an impulse purchase.”

According to Jacob Basecke, executive vice president of Stockton, MO-based Hammons Black Walnuts, the holiday season is the peak time for black walnuts, and the company offers a full line of products, from retail packs to bulk and foodservice options.

For the 2025 season, Hammons has introduced a retail-ready, compact shipper display designed to allow retailers to merchandise black walnuts while maximizing floor space. “Black walnuts perform best when their uniqueness is highlighted,” says Basecke.

For date specialist Bard Valley, based in Yuma, AZ, the holiday season is an important time. “To draw attention to dates at the holidays, we give retailers secondary merchandising vehicles like shippers, racks, display cases, display pallets, that all help make dates front and center for the holidays,” explains the company’s vice president of sales and marketing, David Baxter.

“When the product is front and center, and you give consumers an idea of how to use them, that’s where the magic happens and sales really take off.”
— David Baxter, Bard Valley, Yuma, AZ

Bard Valley has recently launched several new date varietals, including Ajwas, Sukkari, Khalas, and Khudri, which Baxter believes should add excitement to the category. The company is also preparing to introduce several new flavors of mini Medjools, which Baxter says are unique to the category.

To make the most out of dates in-store, he recommends ensuring they are as visible to shoppers as possible. “Most people like dates, but a lot just don’t know it yet. We have a very high repeat purchase rate in the category — between 40-50%. That is to say, of new consumers who try, about half will repurchase.”

The Atlanta, GA-based National Peanut Board hopes to increase consumption among Gen Z via a new campaign featuring on-site activations and influencer partnerships, among other activities. The board will also launch a new commodity brand for USA peanuts in early 2026.

Lauren Williams, the Peanut Board’s director of communications, recommends retailers capitalize by creating holiday-themed displays that tap into the product’s rustic appeal, as well as including recipe cards or QR codes linked to the organization’s range of seasonal dishes featuring peanuts.

Similarly, Eric Boonshaft, vice president of marketing at Hampton Farms in Charlotte, NC, says retailers can maximize sales by “leaning into the seasonal traditions and social occasions that make in-shell peanuts relevant,” including family gatherings, holiday parties, and sports watching.

PERFECT COMBINATIONS

Effective cross-merchandising can help drive nut and dried fruit sales in store, and Baxter says Bard Valley has enjoyed successful brand partnerships in both the physical, retail world as well as the digital one. “When we combine with something that is simple and takes the eating experience to the next level, we find a lot of success.”

“One of our most successful in store co-promotions has been in our partnership with the California Walnut Commision. We have done a ‘Buy dates, get Walnuts free’ promo at a lot of retailers, and it always shows a great return.”

For Hammons’ black walnuts, the company has found success by featuring black walnuts beside regional or locally sourced products to “emphasize their authentic American origin.”

Verloop says CWB research has found 76% of shoppers are more likely to purchase walnuts when displayed alongside fresh produce, recommending cross-merchandising as one of the best ways to inspire new usage ideas and increase basket size.

He suggests pairing walnuts with apples, pears, cranberries, sweet potatoes and green beans — all of which often feature in holiday dishes.

Salsa says pistachios work well positioned near like-minded products such as protein bars, beef jerky, and in the produce section to align with consumer perceptions around health, energy and convenience.
“This approach reinforces our better-for-you food message and helps consumers naturally associate pistachios with smart, satisfying snacking choices,” she says.

OTHER MERCHANDISING OPTIONS

Verloop also recommends sampling as one of the most effective ways to engage shoppers and drive conversion. “Offering small tastings, such as walnuts paired with dates, cheese or in a salad, helps remind consumers how flavorful and adaptable they can be,” he says.

Likewise, Basecke at Hammons says sampling baked goods or desserts that feature the company’s signature black walnuts “can be highly effective since the bold flavor often sells itself.”

Clear, simple signage also makes a difference, according to Verloop, who suggests highlighting key nutrition benefits — in the case of walnuts, their high plant-based omega-3 ALA content — to connect with today’s wellness-minded shoppers.

In a similar vein, Setton recommends “eye-catching display shippers” as an effective tool to boost sales. “Setton Farms’ preloaded, easy-to-assemble displays feature bold graphics, strong health callouts, and flexible placement options that fit easily in any produce section,” he says.

“We also work closely with retailers to tailor promotional programs. Simply put, impactful displays and strategic promotions keep pistachios top of mind and in more shopping carts.”

For Baxter, effective in-store marketing in the category is “really is all about merchandising and educating the consumer.”

“When the product is front and center and you give consumers an idea of how to use them, that’s where the magic happens and sales really take off.”