Saint Nicholas Day, celebrated on 6 December, is a joyful occasion marked by traditions that reflect the generosity of St. Nicholas. The festivities often begin the evening before, when children place their shoes or stockings by the fireplace, filling them with carrots or hay for St. Nicholas's horse, eagerly anticipating treats by morning. This custom is particularly popular in Germany, the Netherlands, and Poland, where children expect sweets or small toys as rewards for good behaviour.
In some Eastern European regions, gifts may be found under pillows instead. The celebration also features parades and community events with St. Nicholas and his helpers distributing sweets, creating a festive atmosphere. As the holiday approaches, AS Watson’s business units in Europe engage in celebrations that embody the spirit of giving and community involvement.
To celebrate the festival, Kruidvat surprised customers and children by inviting the Piet, the helpers of Saint Nicholas, to join in the festivities. They distributed colouring pages, handed out gingerbread nuts to children, and provided fun photo opportunities. Trekpleister contributed to the festive environment by having Piet interact with customers. They hosted a special instore display, further enhancing the holiday spirit and fostering connections within the community. AS Watson Benelux Supply Chain office was also decorated with Saint Nicholas themes and hosted a party for colleagues’ children, creating a joyful atmosphere that resonated throughout the office.
