Considering trends in gift giving
It’s important to consider rituals within a family
structure. Consider, for example, gift giving. Gift
giving occurs through family traditions, rituals,
and celebrations. When you’re familiar with
the gift-giving seasons, you can gear up and
market your products heavily during that time
to increase sales. Take, for example, Christmas.
Many people purchase gifts around this time. If
your product isn’t out there or you aren’t mar-
keting during that time, you could lose out on a
great deal of market share.
Gift giving and the celebration of holidays within
families are increasing in importance. You can
tell this by the number of holiday employees
that stores hire to accommodate consumers
as well as the increased rate of travel during
the holidays. In fact, traditional holiday spending
and promotions have shifted to other holidays
throughout the year, and more retailers are
marketing on other holidays throughout the
year rather than just during Christmas. Physical
movement of large gifts has become difficult,
which has lead to an increase of gift certifi-
cates, gift cards, and Internet gift purchases.
To take advantage of the gift-giving seasons,
create a holiday marketing calendar and use
specific holiday marketing techniques to attract
consumers to do their holiday shopping with
you. You also can market by reminding consum-
ers of holidays coming up that they may forgot-
ten. Think of all the husbands that purchase a
Saint Valentine’s Day gift because a promo-
tional marketing piece reminded them that the
holiday was coming up.
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