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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