While many businesses are contending with the impact of the pandemic, Christmas – with all its opportunities and pressures – is fast approaching. To maximise festive sales, brands must give their advent calendars and seasonal gifting ranges the right focus, right now.
Over the course of a few years, advent calendars have gone from niche add-ons to vital fixtures of festive product ranges. The consumer appeal is clear – a month of indulgence, trial of of products that might be prohibitively expensive to buy individually, a great pre-Christmas “bonus gift”.
For brands, the advent calendar is an opportunity to extend Christmas gifting, bring forward and maximise share of consumer spend. There’s also another perk; positioning your brand top of mind with shoppers across their festive purchasing, at an otherwise expensive and competitive time for advertising and PR. Last year, Harper’s Bazaar presented “an exclusive first look” at one calendar as they would a preview of an A-list designer’s spring collection. It was soon featured by Marie Claire, Cosmopolitan, Heart, Yahoo, Daily Mail, Metro, Elle, an extensive list of bloggers and vloggers.
With influencers in particular, there’s potential to make a splash through unique, bespoke or personalised calendars that would be financially or logistically impossible to take to the mass market – but which can embody the brand’s positioning and drive purchase interest across the range.
As brands increasingly jostle for cut-through, how can you compete, especially given the current challenges of remote collaboration and supply chain complications?
Enhancing consumer appeal through standout packaging is key to a desirable positioning, and so to driving purchase. Uniquely engineered structure and intricately crafted detailing and finishing are vital, and considering sustainability is a must.
For e-commerce, photorealistic visualisation empowers brands to show all that off on screen, as they would instore. With the first half of 2020 having driven many shoppers usually loyal to physical retail over to online and mobile, the pressure to optimise digital retail is now greater than ever.
To design, develop and successfully launch such specialised and premium products in a few short months is complex – and never more so than in the current working conditions. Choosing the right partner – one with expertise in the entire end-to-end process is paramount, as is effective remote collaboration and file systems – but the rewards can include record-breaking sales, as with our advent calendar for No7 last year, which became the fastest-selling product ever on Boots’ website.