Published: 29th Nov 2024
Christmas is on our doorstep and, with consumers expecting an immersive experience that is both traditional and innovative, there’s a lot for food and drinks retailers to get their heads around.
As packaging, gifting and display experts, we understand that gearing up for the season (and following it through) can be immensely stressful. Add shopper engagement and flawless service to the mix and we can all see why the trepidation is real.
So how does one sidestep the build-up anxiety and launch into action like a boss? Read on, and you’ll see...
What consumers want from fine food and drinks retailers at Christmas
Stats for 2024 indicate an upward surge in spending, making this year a potential boon for those in the industry. However, with that comes a specific list of expectations which, if met, could add to your success. Below, in a nutshell, is what shoppers want from the retailers they interact with (aside from some magic).
Christmas spirit – this extends from your messaging to your customer care policies and glamourous window displays. Because, while a high percentage of all-year-round gifts are purchased online, festive shopping in person is a seasonal must.
Meeting the human need – the cost-of-living crisis has created a demand for discounts, reward programmes and promotions, so giving consumers more bang for their buck is a way to win them over and keep them coming back for more.
Provenance and sustainability – with a leaning towards supporting local, minimising waste and lowering their carbon footprint, patrons want to know where their produce choices are sourced and how they’re produced.
Enjoyable journeys – interaction and engagement with staff who can give insights, key information and advice enhances the shopping experience, providing a sense of kinship and excitement.
Connection – Christmas is a time when creating an emotional buy-in is more important than ever, so think beyond the box and focus on things that provide sensory impact. For example, the aromatic appeal of freshly baked stollen should be enhanced by a sky-high visual display of them, while Christmas carols play gently in the background. You get the picture!
Tops tips on getting retail-ready for the festive rush
At this time of year, bombardment is inevitable. However, there are ways to quell the frenzy ahead of time, leaving you to focus on the important job of keeping your customers (and staff) happy. Here are some tips on what you can do to reduce stress and enjoy the experience (not to mention great sales).
Order your commodities on time:
Whether it's food and drinks stock, a good supply of fabric shopping bags, gifting materials, transit boxes or some new retail display units, make sure you get them in-store sooner rather than later.
Having enough of everything will guarantee that demand is met, customer shopping experiences are seamless, and your profits won’t be stunted by unmet cut-off dates.
Use stats from previous years to influence your decisions, bearing in mind that consumers believe they will have a little more spending power this season. Once Christmas is over, keep this year’s records for use in 2025.
Get your branding and messaging sorted:
Visibility is key, so plan a marketing strategy to expedite sales. Ideally, this should include carefully considered branding on both packaging and merch, with clever messaging that has all the Christmas feels yet distinguishes you from your competition.
We suggest...
Tote bags – from large market editions to bottle carriers, shoppers and drawstring Santa sacks, a great fabric bag will up your game significantly. Now a must-have fashion accessory, beach bag or travel buddy, they’ve become both handy and iconic, giving you long-term exposure all around the world.
Gift packaging – whether you’re looking for refined wooden bottle boxes, jute jar bags, wicker hampers or card containers, putting your name on it will make a lasting impression.
Christmas wrap – we have an outstanding range of ribbons, tissue paper or stickers and tags, which add to a memorable unboxing experience and can be personalised just for you.
Remember to check our printing deadlines below so you don’t miss out!
Plan your retail displays:
Shoppers should be able to navigate their way around your store without feeling frustrated or cramped, so put some thought into how you would like to display everything.
Here are some tips.
1. Allocate and design a section specifically for Christmas goodies.
2. If necessary, create new walkways to help optimise traffic flow.
3. Use your vertical space. Our Matlock tripod risers and Railton display units are great options if you want to make an impression.
4. Mobile display tables are ideal for curated collections of seasonal fare and can be reconfigured later down the line.
5. Place your bestsellers at eye level to make sure they’re noticed.
6. get your signage sorted so customers don’t have to ask hundreds of time-consuming questions.
Step up your ecommerce offerings:
If you take online orders, make sure your website has been upgraded with all your latest Christmas deals and schedule in regular updates and countdown pop-ups.
In addition, ramp up your stock of transit and protective packaging with things like pulpsafe, honeycomb paper and wood wool to guarantee the safest possible delivery. Having to deal with returns at this time of year will add to the pressure and frustrate the buyer.
Define your staffing needs
Hire some extra helping hands over the festive season to ensure customers are properly attended to, especially if you’re going to be extending your opening hours.
They should be well informed and have in-depth knowledge of pricing structures, allergens and any other key issues that may be of importance to your shoppers.
Partner with us for the best festive season yet
The WBC team is 100% geared towards offering insights, advice and a seamless service so that you can get everything you need in time for Christmas. From printed fabric bags (beautifully conceptualised by our in-house designers) to the best in protective packaging, we’ll make your products stand out. Connect today and let’s get you sorted ahead of the rush.
Christmas purchase deadlines
Standard orders:
Last day: 19th December 2024
Branded orders:
Digital transfer: 4th December 2024
Printed packaging tape: 4th December 2024
Express printed bags: 11th December 2024
Screen print: 11th December 2024