Jennifer McShane talks to Maoliosa Connell, Director of Marketing, Creative and Brand at Avoca, about the joy and graft that comes with creating festive memories for families around the country.

their own home-cooked meal,” she laughs. Sometimes, though, the dedication goes even further than stocking the shelves. “We’ve had surprises where customers expected their turkeys to be cooked and they weren’t. On one occasion, our chefs actually went and cooked the turkey for them! The point is, we’re there to help people at Christmas time.”

The star of the show

Ask any parent what makes an Avoca Christmas, and chances are they’ll mention Santa. The Powerscourt store has hosted a beloved Santa experience for over twenty years, one that sells out every year. “Our customers start enquiring, and I’m not joking you, in early summer about tickets because they are so sought-after,” Connell says. “We’re told families literally have the annual photos up from when the child was born … with the same Santa. It’s amazing.”

This year, Avoca is expanding that magic with a new Santa experience at their Avoca Village store, alongside ‘Breakfast with Santa’ events in

Kilmacanogue, Ballsbridge, Monkstown and for the first time, Rathcoole.

A wonderland of colour

Step into an Avoca store in December and you’ll be met with a wash of colour and cosiness. This year, expect bold pinkand-red festive décor, bespoke striped gift wrap and new product launches, with different price points to suit all budgets. “We’ve invested heavily in new designs; from Donegal tweed coats to pyjamas, accessories and our own textiles. There’s something for everyone.”

But beyond the sparkle, what matters most to Connell is the sense of care. “Christmas is a highly emotive time,” she continues. “You don’t know what anyone’s coming through the door with or how they’re feeling but it’s our job to make them feel good. Ultimately, nobody needs anything from our stores – they come because they choose to have an experience with us. So, we make sure it’s a memorable one.”

As the tills ring and footfall soars, you’ll find Connell right there with her team on the shop floor. “I live, eat, breathe and sleep retail. At Christmas, I get back on the tills. You get to support the teams and hear feedback... For me, that’s the buzz.”

And what truly makes the season so magical? “It’s about people, connection and making memories. That’s what Christmas at Avoca is really all about.”