Krispy Kreme Shares Soar 6.33% on Holiday Promo Push Peanuts-Themed Campaign Drives Investor Optimism

Krispy Kreme shares surged 6.33% in pre-market trading on Dec. 11, 2025, amid a high-impact promotional campaign. The company announced its annual "Day of the Dozens" event, offering a dozen Original Glazed doughnuts for $1 with the purchase of any dozen at full price. The limited-time offer, active exclusively on Dec. 12, aims to drive holiday sales through in-store, drive-thru, and digital channels with a promo code DOZEN.

Complementing the promotion, Krispy Kreme is showcasing a Peanuts-themed collection in custom dozen boxes, featuring three new doughnut designs inspired by Charles M. Schulz’s iconic characters. The seasonal campaign underscores the brand’s focus on holiday engagement and customer retention. Analysts suggest the dual strategy of price incentives and curated product launches could boost short-term traffic and brand visibility, potentially supporting investor optimism ahead of the event.

Market reaction has been strong in advance of the event, with short-term options volatility rising in response to the promotional news. The stock’s momentum appears to be driven not only by the anticipated foot traffic but also by broader investor sentiment regarding the brand’s ability to maintain relevance during the holiday season.

Investors are also watching how the brand leverages digital channels to amplify the campaign’s reach, which has become increasingly vital in a post-pandemic retail environment. The integration of social media influencers, targeted digital ads, and in-app exclusives is expected to drive engagement and repeat visits. Despite the seasonality of the offer, some analysts see potential for sustained consumer interest based on the company’s recent performance and brand loyalty metrics.

Looking ahead, the stock’s performance will depend on how well the campaign translates into sales and whether the positive momentum carries into the new year. While there is no clear technical signal or chart pattern in the article to validate a backtest, the broader context suggests the event could have measurable financial effects.