The pandemic has turned the retail world upside down for the past two years. While COVID is finally retreating, it's leaving behind a lot of uncertainty for retailers — specifically regarding which aspects of consumer behavior will return to pre-pandemic ways and which are here to stay. This question is fundamental heading into major holiday shopping seasons like Halloween and Christmas when there's so much at stake for bottom-line-minded brands.
Want to give your brand or retail store a running start? Here's a look at what we learned last year and what it might mean for Halloween and holiday shopping in 2022.
Holiday Seasons Are Supersizing
In mid-August of last year, Home Depot made news when it announced that it had already sold out of its online Halloween decoration offerings. According to Home Depot president and COO Ted Decker, this was a strong indication that consumers were enthusiastically planning on decorating for the season and securing the goods EARLY.
Decker's outlook was shared by Sally Lyons Wyatt, executive VP and practice leader for a data analytics and market research company. Wyatt predicted that both in-store and online sales would not only boom but that people would decorate earlier for both Halloween and Christmas.
The takeaway? If your brand sells products and services related to the holidays or holiday gifts, getting ahead of the game is essential. This can be easier said than done, which is why it's so important to work with an experienced packout partner for the holiday shopping season.
Factor in Foot Traffic
Data from 2021 points to the importance of getting products on shelves early if you want to get them in front of as many shoppers as possible. One area of the store that's particularly ripe for attention from holiday shoppers — holiday aisles. This is where consumers are most likely to go hunting for new and exciting products, including everything from seasonal treats to home decor items. This makes these aisles particularly plum locations for display space.
However, holidays are trip drivers in general. So even if your products aren't related to Halloween, Christmas, or another fall or winter holiday, there will be more shoppers in stores. According to Wyatt, brands and retailers who want to make the most of this increased foot traffic will maximize their visibility with in-store displays, eye-catching packaging, and other savvy marketing components. This explains why so many companies are investing more in point-of-sale displays.
Supply Chain Shortages are bound to happen
Over the past two years, consumers have become accustomed to supply chain disruptions and not finding their favorite products on shelves. They're also aware that this COVID impact will continue to play out in stores for the foreseeable future. Even when shortages are unlikely, fears about shortages may drive shoppers to buy sooner rather than waiting until the last minute.
In anticipation of potential shortages, many brands are also prioritizing portfolio-based promotions to make consumers aware of alternatives.
But Some Things Never Change
While many things have changed since the pandemic, other things have stayed the same. One constant? Capturing consumers' attention with attractive and enticing packaging and displays has always been important. Here are some things to keep in mind as you plan your marketing strategies:
- Packaging and displays can play an invaluable role in enhancing your brand's marketing strategy. The data speaks for itself — more than 70% of people say their buying decisions are influenced by packaging. During the holidays, packaging is uniquely paramount — 65% of shoppers will select themed packaging over plain packaging.
- Don't underestimate the importance of color, which can significantly influence consumer decision-making.
- Creative packaging, such as interactive or oversized displays, is especially compelling during the holidays.
One caveat on this topic, however? Choosing a more versatile holiday theme can keep your packaging and displays looking relevant even when October 31st and December 25th have come and gone.
Point-of-purchase displays, as well as in-aisle stand-alone displays, are excellent ways to make sure your products stand out from the competition. Keep in mind that all retailers aren't created equal. Practicing due diligence to find the stores that best suit your brand and products can make a huge difference. Retailers may also have different requirements regarding packaging and displays, so the earlier you start, the better positioned you'll be.
Other ongoing trends in packaging include the incorporation of QR codes and sustainable packaging.
While planning and implementing your brand's Halloween and holiday marketing strategies can be complex, it's worth it. This means supporting the customer journey across every online and in-store touchpoint. Bay Cities Packaging & Design is eager to help. If you're ready to start making the most of your Halloween and holiday packaging and displays, request a quote today.
