Magic of Christmas in Business: How Holiday Packaging Influences Sales and Product Positioning in E-Commerce?
source: freepik.com | Christmas presents in e-Commerce
Christmas holiday season is a time of family gatherings and nurturing traditional customs, but it’s also a unique moment for commerce. Entrepreneurs who skillfully leverage the seasonal atmosphere note significant sales increases during this time. Why do the same products sell better in a seasonal edition? The holiday aura adds uniqueness to products and evokes positive associations in consumers, making them more willing to spend more. How do these aspects affect sales in the e-commerce world?
The Power of Christmas Packaging
Holiday packaging effectively captures consumer attention, increasing product appeal. Studies show that products packaged in a way that references Christmas can sell better due to a subconscious increase in their perceived value. Customers are willing to pay more for the same products in aesthetic, seasonal packaging. Why? It’s all about associations. An assortment in a special edition might cost more, but it also means more to the consumer. It evokes positive emotions, which in turn translates to increased revenue for companies.
source: freepik.com
The Impact of Holiday Packaging on Product Positioning in E-Commerce
Holiday product packaging not only increases their attractiveness but also influences positioning in online stores. Seasonal packaging can serve as a kind of distinguishing feature among a sea of similar products, which is crucial in the context of competitiveness on sales platforms. Thanks to holiday collections, products more frequently appear on bestseller lists, improving their visibility in search results.
Positioning is not only a matter of external aesthetics but also of proper product description. It is very important for descriptions to include keywords related to the holidays, such as “Christmas,” “holiday gift,” or “limited edition.” Products with well-optimized content have a better chance of reaching a wider audience through search engines and shopping platforms. Holiday reviews and opinions also strengthen positioning, building customer trust, and supporting the purchasing decisions of other users.
The Holiday Shopping Frenzy – When to Start?
The pre-holiday shopping season in e-commerce starts in late October and early November. During this period, consumers are intensely seeking deals related to Black Friday and Cyber Monday. According to data from 2022, holiday season sales accounted for about 20-30% of annual e-commerce revenues. This figure illustrates how important the last months of the year are for commerce. However, it’s worth noting that consumers are becoming increasingly aware of marketing tricks used against them from year to year. Overly early “holiday bombardment” can deter and have the opposite effect. Currently, most online retailers choose to switch to holiday offers after Halloween, and often even in mid-November.
source: Freepik.com
Does the Magic of the Holidays Work the Same for Every Industry?
Definitely not. However, consumers have long stopped buying only socks and books as gifts, so many companies in various sectors can show their potential. Not only industries traditionally associated with gifts can benefit from the holiday season. Even sectors related to renovation or insurance can capitalize on the holiday shopping frenzy, offering promotions on practical products or services. For example, a promotion on holiday home finishes or special travel insurance for a holiday trip may attract customers who normally wouldn’t plan purchases in these categories.
Strategic Marketing Actions
In addition to holiday packaging, changing the appearance of online stores can increase customer interest. Investing in seasonal banners that inform about promotions and sales is worthwhile. Personalized product recommendations, fast shipping, and wishlist-type apps can attract more customers. According to Adobe data, in 2021, about 60% of consumers used wishlists during holiday shopping, highlighting their importance in marketing strategies.
Holistic Approach as a Key to E-Commerce Success
Understanding the dynamics of holiday shopping and skillfully utilizing it is key to success in e-commerce. Holiday packaging, adapting the store’s appearance, strategically planned campaigns, and offers tailored to customer expectations can significantly impact sales results during the holiday season. Combining emotions with the right business strategy brings tangible benefits to both sellers and consumers.
