12 Tips for Incorporating Packaging into Your Holiday Marketing Strategy

By Laura Craven

Summer is coming to a close and fall will be here sooner than you know it, as will the holiday season. According the National Retail Federation about 40% of consumers begin their holiday shopping in October. And, this year with Covid-related travel and event restrictions, more gifts will be shipped in advance of the holidays than ever before.

If you have not started to plan your holiday marketing strategy, you may already be running late. But don’t worry, Imperial Dade is here to help with a dozen tips on how incorporating packaging into your marketing plan will help you design Instagrammable products that will delight your customers and increase sales. Whether you are a small artisanal food producer or a restaurant with a retail outlet, Imperial Dade has innovative options for you.

  1. Consider your product offering and decide which items are ideal for holiday gift giving. Do you have items that can be packaged in small “stocking stuffer” sizes? Do you have products that can be bundled together to create a gift set? Once you determine your holiday line-up, it’s time to get creative with packaging.
  2. Package your products with gifting in mind. In today’s convenience culture, items that do not require additional gift wrap are more popular and consumers are willing to pay a premium.
  3. Use the correct size package for each product. Too large a package will increase shipping costs and may cause the contents to shift and become damaged. Too small a package may prevent proper closure. Just like Goldilocks, you need to find packaging that is just right.
  4. Consumers today are concerned with safety and sanitation. You may want to consider tamper-evident containers, labels, or wrap-around bands to demonstrate security. The labels and bands can be custom-printed and increase your brand recognition while protecting the contents.
  5. Package items in surprising ways. Bento boxes, wire-handle food pails, and tin-tie window bags are interesting options for items other than sushi, take-out lo mein, or coffee beans. Wood trays and cheeseboards are a great substitute for traditional wicker gift baskets and can be reused. Cardboard pop-up drink carriers can be used to hold products sold in bottles and jars. Get creative and think out of the box, literally!
  6. Containers and cartons are available in hundreds of shapes, materials, colors, and sizes. Find options that reflect your brand image and appeal to your customers’ preferences. Do you sell organic foods? If so, use packages and trays made from rapidly renewable materials such as bamboo or palm leaves. Does your target customer love luxury? If so, select designer boxes with magnetic closures and built-in ribbons. Do you create miniature works of edible art? Choose clear or window packaging to showcase your talent.
  7. If your budget is small, use colorful raffia ribbon to tie up a standard kraft paper carton, add a pretty “produced locally” label with your logo and voila, your product is ready to gift!
  8. If your products naturally go with fun activities, such as popcorn and movies, create themed bundles. Use a large movie-style popcorn tub, include a bag of your gourmet popcorn and a gift code for a movie download from a streaming service. Instant date night!
  9. Incorporate QR codes using labels that, once scanned, will link customers to your website or social media channels where they can learn more about your products.
  10. Shopping local and shopping small are growing trends. Share your story as a small business by including an “About Us” card or a newsletter with each purchase. This will help you engage with your customer on a personal level and may even help spread the word, growing your fan base.
  11. Order your holiday packaging as early as possible (now). This will give you time to photograph your products for your website, social media posts, email campaigns, printed flyers, etc.
  12. If you ship your products, secondary or outer packaging is also important. Choose adjustable shipping cartons that can be configured for a variety of sizes to minimize your inventory. Use dunnage or void fill stuffing to protect the contents, avoiding foam peanuts which tend to make a mess and annoy customers. Use custom-printed carton-sealing tape to promote your brand. Printed tape is much less expensive than custom-printed boxes and can be ordered in small quantities.

Imperial Dade has been helping food processors, farmers, and artisanal producers source packaging products and sanitation supplies for over 85 years. Our experts will help you discover unique packaging options from hundreds of manufactures that meet your specific needs and budget. Contact a packaging specialist for a complimentary consultation. Visit www.ImperialDade.com for a location near you.

Author: Imperial Dade

Imperial Dade is the leading independent distributor of foodservice packaging, industrial packaging, janitorial supplies and equipment in the United States. We serve 60,000 customers nationwide. To learn how we can help your business thrive, contact us today!

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