Yes, we know that summer has only just arrived, but if you want to capitalise on the Christmas gift market you’ll need to have your Christmas packaging wrapped up very soon.
Ideally, your Christmas packaging will be completed and include pack shots, pricing and samples, by the end of June.
Why so early?
Several of the big retailers have large media Christmas gift launches in the summer and #ChristmasinJuly has gained a lot of traction over the last few years. In fact, there is now a large retail gift exhibition called Christmas in July which brings brands, products and the media together in a huge Christmas gift round up.
Additionally, many lifestyle magazines work on a 3-4 month lead time, so if you want your product included in their Christmas gift guides they’ll need product info, pricing and images ready by July.
Are my products right for Christmas gifting?
A 2018 consumer survey revealed that UK consumers spend an average of £567 on Christmas. 53% of this spend was on gifts, purchased across multiple sectors including food and drink, beauty, toys, clothing, jewellery and tech – making it a lucrative market for many businesses.
As well as buying for loved ones, consumers often have a list of gift recipients to which they attribute a specific value. These recipients may be distant relatives, employees and teachers etc. and can be allocated a budget between £5 – £30. So, creating a gift range that fits within these price points can be hugely beneficial for quick purchases.
OK, I’m sold. How do I get my Christmas packaging ready?
The importance of branding when developing your Christmas packaging cannot be underestimated. Christmas gifting is a great opportunity to reach new consumers that, in time, can become loyal customers. Naturally, you’ll need to make your Christmas packaging overtly ‘Christmassy’ for your target audience and market place. However, make sure your branding, contact details, website and social media handles are clear on all packaging.
How long does it all take?
This depends on a number of factors, including the number of SKUs, existing market sector knowledge and target audience. In order to deliver effective product and gift packaging across multiple SKUs (which have been informed by market sector research, have potential for an international audience and have a marketing launch strategy in place) you should be anticipating a period of 6 – 18 months.
We’re working with a client to rebrand their packaging of over 300 SKUs across 5 different ranges. Researching the industry, indentifying trends, competitors, retailer needs and consumer tastes are all part of the early stages of planning. So it’s important not to underestimate how long the process takes and to plan accordingly, making sure you maximise sales opportunities.