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Bira to reward festive cheer

Bira Direct, the trade association’s product-buying group, has launched a national competition to find the independent retailer with the best Christmas display. Displays can be either a traditional shop window display or a merchandised area inside the store. In addition hundreds of £pounds of prizes, the competition will help promote cookshops and other indies to consumers in the run-up to Christmas.

The competition is open to all independents including cookshops and housewares retailers. The first prize is £200 to spend with Bira Direct, with the winner decided by Bira judges. The runners up will receive £100 and £50 Bira Direct vouchers, following a public vote on social media.

Meanwhile, all UK voters will be automatically entered into a prize drawer to win a hamper of goodies from Bira Direct suppliers.

Above: A festive table display by Kitchen Range, West Wickham.
Above: A festive table display by Kitchen Range, West Wickham.

Jeff Moody, Bira’s commercial director said: “After an incredibly difficult year for bricks and mortar retailers, we’re excited to launch this new initiative, not only giving retailers an opportunity to win some fantastic prizes, but also an opportunity for us to promote some truly creative retailers to the public.”

Entries can be submitted by emailing a photograph of the Christmas display to with the subject line: ‘Bira Christmas Display Competition’. Alternatively, entries can be made via social media by tagging or sending an image of the display to Facebook and Instagram using the hashtag #BiraChristmasComp by December 14, 2020 when the competition closes.

Bira will then publish a shortlist of 10 window displays ,which will be put to vote via Bira’s Facebook and Instagram accounts between December 15 and 22. All winners will be announced on December 23, 2020.

For more information visit or email


Top: Potters Cookshop’s Christmas windows from 2019. The Hockley store has been putting the finishes touches to its 2020 windows, with a Dickensian theme.

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