Inspire and delight
Many people have developed new interests and hobbies throughout the pandemic, leading to new gift ideas for their friends and family. Inspire your consumers by presenting gifts in innovative and imaginative ways. The increased popularity of cooking, crafting, home-fitness and numerous other activities will inspire presents. Spending more time at home will also make items such as Christmas jumpers, leisurewear, pyjamas, slippers and accessories such as festive socks (and face masks) more popular than ever as gift choices. Not forgetting a renewed love of pets and animals as people have developed a greater appreciation of wildlife.
Christmas is also a time when everyone likes to buy luxury food and drink items. After a difficult year, and with many Christmas parties and celebration dinners cancelled, it’s likely consumers will embrace this tradition with renewed vigour – not only as gifts but to treat themselves and their families.
The solution will be different for every brand and retailer, but review your product presentation and inspire gift ideas based on your consumers mindset. Build messaging around your product ranges to trigger your consumers imagination. Many families will be relying on virtual contact this Christmas – suggest a new tablet to improve family video calls, the perfect top for ‘above the waist fashion’ or home accessories to create the best backdrops. With face masks now mandatory in many public areas, demonstrate how consumers can compensate by making a statement with attention-grabbing accessories. Or if you’re a health and beauty brand, provide tips on how to create powerful eyes through make-up tutorials or to make the most of your skin.
With health and wellbeing a trend that has only escalated during the pandemic, where relevant promote products with this angle. Illustrate the benefits of beauty and self-care products, suggest new fitness or outdoor wear as motivators to keep up or start new exercise regimes and outdoor activities. Demonstrate how consumers can encourage friends and family to feel better about themselves.
Encourage the enjoyment of Christmas shopping by considering new initiatives such as a dedicated ‘gift advice’ service in store. As an appointment only or a walk-up feature, suggest gift ideas based on key questions relevant to your product offer. Include socially distanced seating for a well-earned rest and add to the experience by offering a festive drink or sweet treat.