# Ice Rink Supermarkets Iceland Created an In-Store Holiday Ice Rink Concept By Laura McQuarrie | Published 2018-12-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/holiday-ice-rink References: [prexamples](https://www.prexamples.com/2018/12/shopping-on-ice-iceland-launch-worlds-first-instore-ice-rink/) & [groceries.iceland](https://groceries.iceland.co.uk/) For many people, visiting a [holiday ice rink](https://www.trendhunter.com/trends/vans-west-end) is a favorite seasonal tradition—and this year, [supermarket chain](https://www.trendhunter.com/trends/seafood-city-party) Iceland created a fun concept called 'Shopping on Ice.' One of Iceland's locations in London has been transformed into a giant ice rink, complete with synthetic ice and skates for shoppers to strap on their feet. Grocery shopping during the holidays can be a stressful experience but Skating on Ice has the potential to transform an unenjoyable experience into a fun-filled event for the whole family. To enhance the experience all the more, Iceland invited professional skaters to perform for shoppers, creating an unforgettable and unexpected event among familiar grocery store aisles. While Shopping on Ice has only been tested at one location to maximize the fun of [Christmas shopping](https://www.trendhunter.com/trends/wonder-all-the-way), Iceland may expand the test rink to more locations next season. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 20% | Activity: 76% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Holiday Ice Rink:** Creating holiday ice rinks within stores can transform the shopping experience into a fun-filled event for families. - **Synthetic Ice:** Using synthetic ice in ice rink concepts allows for easy installation and reduces the need for maintenance. - **Unexpected Events:** Introducing unexpected events, such as professional skaters performing, can create a memorable and unique shopping experience. ### Who This Affects Most - **Supermarkets:** Supermarkets can explore the ice rink concept to attract customers and enhance the holiday shopping experience. - **Recreation and Entertainment:** The recreation and entertainment industry can develop ice rink concepts as a new form of family-friendly entertainment. - **Retail Design:** Retail design companies can specialize in creating innovative ice rink concepts for stores to enhance customer experience and increase foot traffic. ## Related on Trend Hunter - [Supermarket-Themed Roller Rooms](https://www.trendhunter.com/trends/rollback.md) - [Festive Delivery Training Campaigns](https://www.trendhunter.com/trends/iceland-christmas-delivery-drivers.md) - [Walk-In Freezer Concept Stores](https://www.trendhunter.com/trends/sainsfreeze.md) - [Icy Branded Soda Experiences](https://www.trendhunter.com/trends/pepsi-put-it-on-ice-bar.md) - [Party-Ready Prepackaged Ice Products](https://www.trendhunter.com/trends/the-ice-co-party-ice.md) - [Fakeaway Grocery Store Products](https://www.trendhunter.com/trends/iceland-foods-products.md) - [Movie-Themed Grocery Store Experiences](https://www.trendhunter.com/trends/asda-and-wicked.md) - [Spicy Halloween Frozen Foods](https://www.trendhunter.com/trends/iceland-halloween-range.md) - [Winter Sports-Inspired Grocery Displays](https://www.trendhunter.com/trends/the-tops-produce-olympics.md)