As small retailers, we have to go the extra mile to get noticed. While the big guys have big holiday displays, pre-wrapped gifts and fancy gift boxes, we need to play their game without the big budgets.
Does pre-wrapping gifts, providing gift boxes and free gift wrap help your store, or is it just a nuisance of the holidays?
THE REAL WORLD RETAILING TAKEAWAY
Every bag that a customer walks out of your store with is an advertisement. And so is every box, every piece of tissue and every sticker. So make sure you present your brand in a way that does your brand justice.
Shopping Bags – your shopping bag should always be of high quality and have your logo on it. You want it to be the talk of the town. Think about the high-quality bags you collect and reuse. If you don’t have the budget to produce such a bag, then choose an off-the shelf bag and have a high quality sticker made with your logo on it. It will achieve the same results while saving you a lot of money.
Gift Boxes – They are expected during the holidays. So follow the same rule of thumb as with your shopping bags. Have a high quality box printed with your logo on it. And you’ll need tissue paper and even a logo sticker to hold the tissue closed around the precious contents. Again, if you cannot afford to have boxes printed, then create a bigger sticker to hold the tissue closed. The goal is to have the gift recipient love the gift so much that they save the sticker or the box and tell all their friends.
Wrapping Gifts – Don’t offer free gift wrap – leave it to the Macy’s customer service desk to handle this. It is incredibly time consuming and takes away from your focus on your customers. You can offer free gift wrap in sheets if you’d like but the gift wrap gets thrown away and so does your brand message.
Pre-wrapped gifts – Take the time to do this if you know you’re going to sell through a large number of items of a particular sku. Not only are you doing your customer a favor, but it makes an instant holiday display. Choose a wrapping paper in a color that closely matches your company’s color palette.
The Fallback – If you don’t have the time or resources to do the holiday gift wrap thing, then create a simple solution by having tissue paper on hand. Just put the customer’s items in a handled bag, stuff the top of the bag with tissue and then have a nice ribbon or bow to tie the handles of the bag shut.
Meet your customers’ expectations this holiday by getting in the spirit of the season through gift packaging. Remember, every piece of gift wrap (or lack of) is a reflection of your brand.