Even though special seasonal packaging has become an important part of the holiday season for many brands, is it always a worthwhile endeavour for smaller businesses?
Getting seasonal packaging right can be difficult and may take a few years of practice which involves making mistakes and then learning from them. Even though it might be an easy way to engage with, and attract new customers to your business, there are still quite a few things that can go wrong.
Getting your business’s numbers right in terms of both demand and distribution is very important for a special holiday packaging initiative. Overestimating customer demand or expectation can end up in a business discounting their leftover products, which can severely eat into a company’s profit margins.
Seasonal packaging is a fun way for businesses to mix up their traditional brand identities, but going too far may lose customers, not gain them. Straying too far from your original or traditional identity may confuse and even annoy customers who may not be able to find your product because it looks so different.
Large businesses can often afford to make mistakes with seasonal packaging. Sadly, many small businesses often do not have this kind of luxury and are usually the ones who have the most to lose from taking this kind of marketing approach.
Clever seasonal packaging can play the deciding factor for a new customer choosing between your product and a cheaper, more generic option. So if your small business is ready to take the risk, all it comes down to is if you’re going to do it, make sure you do it right!