December 2025 is Bison Hill’s highest-revenue month in the brand’s history. Here is what drove it and what the Christmas season confirmed about the complete gift set range.
What sold
The Personalised Gaucho led by volume and value, running at three times the personalised order volume of the previous December. We made one key decision in the autumn that paid off: adding a 24-hour expedited personalisation option for customers ordering after 18 December. That decision alone converted a significant number of late orders that would otherwise have been lost. Personalisation is a commitment — customers know the timescale is longer than a standard order — but having an explicit expedited route for last-minute buyers removed a barrier that had previously cost us sales.
The Pitmaster Set performed strongly throughout the month. It sits at a price point — £130 — that positions it as a serious gift without requiring the buyer to think very hard about what is in it. The curation does the work. The Christmas Griller Gift Box at £95 was the most popular entry into the brand for first-time buyers in December: complete, gift-ready, under £100.
What the gift set ladder achieved
December 2025 was the first Christmas with the full gift set range — eight sets from Starter Griller at £20 to Live Fire Hosts at £200. The effect on purchasing behaviour was visible immediately. Customers arriving with a budget found the right tier and bought with confidence rather than browsing individual products and leaving without a decision. The ladder removed confusion. Conversion improved.
Production planning that worked
For the first time, we reached Christmas week with zero stockout of the Gaucho. In previous years, high-demand periods caught us short. In 2025, we planned production based on three years of seasonal data rather than optimistic assumptions, and the stock held. That is not a remarkable achievement in retail terms, but for a small-batch UK maker with a manual production process, it represents exactly the kind of operational maturity the brand needs as it scales.
December 2025 confirmed that the range architecture works. The Grill, the products, the gift sets — all of it operating together for the first time at full scale. It was the month the investment in building a complete brand paid back.
