The gift industry has grown exponentially in the last decade, with expenditure increasing from £6 billion in 2015 to a whopping £9.3 billion this year. This robust expansion is driven by constant consumer demand, a focused buy-in through ecommerce and, of course, the powerful influence of social media.
From an internal perspective, Londoners top the list of big spenders, closely followed by the Manchester and Tiverton crowds. And, if you’re a merchandiser or corporate gifting company worth its salt, learning how to optimise your offerings to attract these sales has become a no-brainer.
Here are some insights into what makes consumers tick in terms of defining a premium unboxing experience.
The cognitive expectations behind giving a gift
Whether it’s a corporate gesture or of a personal nature, psychologists will tell you that the act of gifting goes beyond material value. In fact, it taps into a surge of complex feelings and responses that result in a full experience, whether good or bad. Let’s take a deeper look...
Giving can help:
- Express emotion – this includes anything from love and appreciation to support, gratitude or even to convey an apology.
- Strengthen your relationship – showing benevolence builds bonds and increases trust.
- Create a sense of reciprocity – it’s an easy way to reinforce social or business connections, and a return of favour.
- Communicate sympathy, empathy or understanding – doing this through a gift indicates a desire to relate on a deeper level.
- Release endorphins – gifting is a feel-good endeavour that results in wellness and contentment.
If you’re the recipient, you are likely to experience a sense of value that can increase your self-esteem, leading to a closer relationship with the benefactor.
However, despite our insistence that ‘it’s the thought that counts’, a badly chosen, undiplomatic or inappropriate gift can result in harsher emotions like embarrassment, disappointment and sometimes resentment. Which is why it’s so important to get it right.
Current trends influencing corporate gifting
With a focus on unboxing experiences, gifts have become so much more than just an item. From first glance to final wrapper, the entire process is about building anticipation and a perception of value – and that’s exactly why packaging is key.
To meet today’s high expectations, it’s useful to weigh up the latest must-haves:
- Bespoke ideas – personal gifts that incite an emotional response are at the top of the list.
- Customised printing – wrapping and accessories that have unique messaging and imagery make a bigger impression.
- Exclusivity – personal touches like handwritten tags or specially designed stickers should be a consideration if you want to show thoughtfulness and refinement.
- Sustainability – there is a leaning towards eco-friendly strategies, so use gifts and wrappings that reflect your brand commitment.
- Experiences – if the package offers a positive experience (in whatever form), it’s more likely to foster social connections.
- Branding – not only does this reinforce your identity through your corporate gifts, but it also instils a perception of luxury and value.
- Food and drinks – these remain the most popular themes because they offer diversity and are an easy way to cater for recipients who are not on familiar terms with you.
How packaging can up the ante
If you consider that its packaging is the first thing you see when opening a gift, it makes sense that it should look (and feel) fabulous. And it’s a fact that, even if the contents are the same, an expensive looking parcel will elicit a more positive emotional response than one that’s wrapped in something less appealing. Newspaper, for example, is out!
Here are some things that influence a perception of quality.
High-end materials
Using superior textiles like heavyweight cards and fabric bows has a hefty impact on conveying a sense of luxury and worth. You should also think about incorporating tactile elements like embossing and sheen – both of which contribute to a more upmarket experience.
Autonomous Sensory Meridian Responses (ASMR)
If you’ve been paying attention to social media, you’ll know that this has become a trend that everyone’s talking about.
It basically entails using stimuli to elicit a pleasure response which, in gifting, comes down to the tearing of decorative wrap, the scrunching of shred, the rustle of soft tissue paper or the gentle pull of a ribbon.
All of this adds to the drama, anticipation and joy of opening a present. Bottom line? Choose containers and accessories that waken the senses.
Functionality
Take a practical approach. Because whatever you parcel up has to be opened – and, to avoid general frustration and broken nails, the easier that is the better.
Options like self-sealing containers, drawstring sacks, magnetic wine boxes and wicker hampers will ensure a sense of novelty while keeping the unboxing journey seamless.
Colour
There’s a lot to be said about colour therapy and researching how to incorporate it into your gifting is a good idea.
For corporate beneficiaries, either create association by sticking to the palette your brand uses or aim to relay a specific vibe. Pastels, for example, are gentle and calming, while bolder shades pack more of a punch.
Attention to detail
It’s all about pulling it together with finishing touches that raise the bar, so make sure you add layers of luxury and think of every eventuality.
From protective outers (that guarantee safe delivery), and fillers (that buffer breakables) to your final (Instagram worthy) embellishments, every inch has to be solicitous and refined.
We also recommend that you include a card or tag with a target-appropriate message, so they know where it comes from.
Branding
We cannot stress enough how important this is. Why? Because the right kind of packaging creates a positive correlation between your brand and the recipient, cementing an association that will be remembered for years. It therefore stands to reason that personalising your gifting deepens the impression and makes those bonds even stronger.
Don’t think you can afford it? Well, we’re here to tell you different. Because, from printed ribbons and stickers to beautifully designed hampers, bags and boxes, we have an option that will fit your budget.
Up your gifting game with WBC
Make an appointment to visit our showroom or give our dedicated sales team a call and let’s get you thinking out of the box about your corporate gifting strategies.
