While the percentage of adult couples celebrating Valentine’s has plummeted from 72% to 52% according to the National Retail Federation, spending has still increased.
More than $20 billion was spent on Valentine’s Day in 2019, which still far exceeds consumer spending on Black Friday (around $7 billion) and Cyber Monday (around $8 billion).
So what do you do for the 50% or so of couples that will celebrate Valentine’s Day in 2020?
Here’s some strategies to implement:
1. Theme Up
What kind of guy is she buying for? A techie? The outdoorsman? An athlete? And what kind of gal is he buying for? A teacher? Cat-lover? Dog-lover?
Creating themed gift bundles with corresponding packaging can be a way to differentiate from the competition and make your customer’s shopping experience much easier.
2. Allow Customers to Choose Their Own Packaging
Create a simple workshop at your store (and online too) that allows your customers to assemble their own gift set.
And of course, you give them several options for packaging.
3. Try a “Share the Love” Promotion
You can do this type of promotion for existing customers, or their friends. Make sure you put a time limit on it.
Put the promotion right on the bag: if the customer or their friend brings the bag in, they get a discount off their purchase.
Spice it up by making it a mystery until they get in the store. However, make the potential range clear so they know they get at least a certain amount.
4. Drive Your Customer’s Eye Where You Want
Remember that your Valentine’s Day packaging has a goal. You get to decide what that goal is.
But you certainly want your customer to focus on something when they look at your packaging.
Make sure you’re aware of that as you create your Valentine’s Day packaging. And then create packaging that pushes your customer’s focus to a specific location that accomplishes a business purpose.
5. Use Your Shopping Bags as Gift Bags
This adds obvious convenience for your shopper.
But it has hidden value too: the gift’s recipient will have reason to keep the bag, remember your name, and possibly become a future customer.
It’s a simple, cost-effective way to grow your business.
6. Understand How Your Packaging Interacts with Your Product
Mistakes happen. One company didn’t realize its white soap would absorb dark-colored fill paper’s dye when it would sweat.
So, customers expecting lovely white soap instead got whitish-blackish soap.
Make sure to test your packaging with your product first to find any potential problems.
Business strategy never ends with retail packaging. But now, you’re armed with a few more ideas and can choose the best one for your business.