Unique brand experience
Seasonal and festive packaging are more powerful than you might think. Rob: “They not only attract attention, but also build a sense of connection. When you visibly make customers feel that there is something to celebrate, you touch the consumer on a deeper level.” And that pays off: for example, a Dutch household spends an average of 621 euros on Christmas, of which 50 percent (309 euros) is spent on gifts. Rob: “That makes holidays the perfect moments to stand out with distinctive packaging and attract the buying crowd to your brand.” So consumers know the way to the (online) store well, but how do you make sure they choose your product among the large offer?
Standing out on the store shelf
About 70% of purchase decisions in physical stores are made on the spot. “During the holiday season, consumers are also especially prone to impulsive purchases,” Rob explains. “Festive packaging creates a ‘wow effect’ with consumers, making your brand stand out faster.” What does a seasonal design look like for your packaging? “There are many creative possibilities on a pouch,” Rob says. “You can stand out even with a small addition, such as snow landscapes in winter or hearts for Valentine’s Day. This custom design makes a big difference in the perception of your brand: it increases your presence and takes up valuable visual space on the shelf.”
Making an online impression
Standing out on the shelf is one thing, but don’t forget about opportunities on social media! A growing trend is unboxing: users unwrap a new product on camera for the very first time. During this unboxing, they discuss features and details, such as packaging and branding. “From Easter and Halloween to Christmas and Valentine’s Day, a great unboxing experience is not only memorable, but also worth sharing,” Rob explains. “Eye-catching packaging can increase brands’ reach on social media and turn every unboxing into an impactful marketing opportunity.” Research confirms this: as many as 82% of people become convinced to buy a product after watching a promotional video. Therefore, the persuasive power of unboxing video content cannot be ignored, Rob said. “Seasonal gift packaging attracts immediate on-screen attention with its bright colors, striking images and creative details.”
Tips for your packaging
How do you get the most out of your seasonal packaging? Rob: “Start early to create top-of-mind awareness. Most Web shops are in the business of offering deals, but by investing in unique packaging, you can differentiate your product. Even if the prices of another product are similar, your special packaging can be a reason for customers to choose your product.” In addition, Rob sees that consumers are becoming more environmentally conscious, which is reflected in their buying habits during holidays. “So choose sustainable packaging that recycles well, such as a pouch made of mono-PE or mono-PP. Sustainable seasonal packaging not only shows that you care about the environment, but also appeals to customers who want to shop consciously. In view of the PPWR, this is also a future-proof choice for your brand.”
