For many, Christmas remains the busiest time of the year. Whether you’re a shopper filling basket or a retailer filling shelves, success during the holidays is all about anticipating needs, delighting customers, and delivering seamless experiences that make every interaction count.
But this year, the holiday landscape looks a little different.
According to PwC’s Holiday Outlook 2025, consumers are entering the season with a more cautious mindset: overall holiday spending is expected to decline by about 5%, marking the first dip since 2020. Shoppers are becoming more selective, value-conscious, and deliberate, choosing retailers who can offer both value and meaning. Experiences, convenience, and authenticity are taking centre stage, while impulse and excess spending are giving way to smart, intentional shopping.
For grocery retailers, this shift represents both a challenge and an opportunity.
While consumers tighten their budgets, they’re still investing in shared experiences: food, gatherings, and everyday indulgences that bring people together. The question isn’t whether they’ll spend; it’s where and why they’ll choose to do so. Those who can deliver personalised, digital, engaging, and rewarding shopping journeys — grounded in loyalty and local relevance — are more likely to “win Christmas.”
At Lobyco, our mission is to help retailers turn data into loyalty, engagement into action, and every customer moment into something meaningful. During the retail peak of the year, our partners use our technology to drive traffic, increase basket size, and strengthen relationships that last well beyond the holidays.
So, welcome to our 2025 series: Winning Christmas.
Throughout the Christmas season, we’ll spotlight some of our retail partners and show how they’re using digital loyalty, gamification, and personalised offers. Each story will highlight how innovation and customer insights can turn Christmas into a winning one.
Let’s dive into how Profi plans to win Christmas.
About Profi
Profi is one of Romania’s largest and most dynamic grocery retailers. Acquired this year by Ahold, Profi has over 1800 national stores, and almost 3 million users in Profi App. Known for competitive prices, friendly service, and a growing digital ecosystem, Profi has built a reputation for blending value with innovation — especially through the Profi App, which has become a central touchpoint for shopper engagement.
This Christmas, Profi is returning with one of its most popular digital experiences: the Profi Christmas Advent Calendar — now entering its fourth edition and more ambitious than ever.
Plans for ‘Winning Christmas’
The Profi Christmas Advent Calendar – 4th Edition
Running from 17–24 December, the Profi Christmas Advent Calendar has become a beloved annual tradition for shoppers. Hosted directly inside the ProfiApp, the campaign invites users to open a new digital “window” each day and reveal a surprise that blends excitement, value, and festive charm.
This year’s edition focuses on five core objectives that work together to drive both engagement and commercial impact.
Boosting Seasonal Sales Through Daily Spotlight Products
Each day features a highlighted product with strong seasonal relevance — from sweets and decorations to festive foods. By placing one high-demand item centre stage each day, Profi encourages rapid sell-through and ensures seasonal inventory moves quickly.
This “one day, one spotlight” approach not only increases product visibility, but also strengthens daily app engagement as customers return to see what’s next. On top of this, Profi is utilising a localised approach by serving different nationalities across the country.
A Fixed-Price Strategy That Creates Irresistible Value
A key pillar of Profi’s Christmas plan is its bold Fixed Price strategy. By offering highly attractive flat-rate prices on each daily item, Profi taps into the mindset of value-focused shoppers looking to stretch their holiday budgets. So, their customers already know the price of butter, coffee, or top driving articles, so Profi really shows the benefits by going big and being clear on the fixed priced items.
This approach turns the daily deal into a no-brainer purchase, boosting impulse buying at a time when consumers are more selective. The simplicity of a fixed price also reinforces Profi’s positioning as a retailer that delivers clear, honest value.
Calendar Game – A newly introduced Gamification Experience
The Calendar Game is designed to reward habit formation. Shoppers must open the app every day (“Intră zilnic”) to reveal the latest offer, driving a significant uplift in Daily Active Users.
This mechanic deepens the relationship between shopper and app — turning the ProfiApp into a daily ritual throughout the Christmas week.
Elevating Emotional Loyalty Through Gamification
The Advent Calendar uses a playful Tap & Win mechanic featuring Profi’s cheerful brand mascots — a design choice that strengthens emotional connection with the brand.
This lighthearted, gift-giving dynamic positions Profi as a retailer that brings joy during the busiest season of the year. It’s loyalty not only built on savings, but on experience.
Converting Digital Engagement Into Store Traffic
Each revealed offer can be redeemed in-store, transforming digital interaction into real-world visits. This online-to-offline (O2O) flow is essential during a high-traffic shopping period, creating more frequent store trips and supporting increased basket potential.
The digital-first engagement becomes a physical retail win.
Winning Christmas – The Profi Way
With its daily Advent surprises, Fixed Price strategy, habitual engagement mechanics, online-to-offline journeys, and gamified Christmas spirit, Profi is building a holiday campaign that combines commercial focus with festive delight.
At a time when shoppers are prioritising value, intentional purchases, and meaningful experiences, Profi’s 4th edition Advent Calendar delivers exactly what customers are looking for — clarity, reward, and a little magic every day.
By turning the ProfiApp into a destination for daily excitement, Profi is not only driving sales and traffic during the peak season but also strengthening long-term loyalty. This smart mix of value, engagement, and emotional connection positions Profi strongly to win Christmas in 2025.
