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How Seasonal Packaging Captivates Consumers

Here are four ways seasonal packaging can increase market share and boost brand image in the eyes of customers.

Steve Brownett-Gale

December 1, 2023

4 Min Read
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Roi and Roi / iStock via Getty Images Plus

Christmas is just weeks away, and while consumers are beginning to embrace the festive season and shop for gifts, for brands, companies have been planning for the holiday season for months.

As early as August, one in four retailers start rolling out festive products, recognizing the importance of getting ahead in the competitive market.

In an era where attracting consumers in a saturated marketplace is challenging, businesses are turning to seasonal and limited-edition packaging to separate themselves from competitors and elevate their presence.

Here are four ways seasonal packaging can increase market share and boost brand image in the eyes of customers.

1. Creating visual distinction by leveraging innovation.

To visually stand out against competitors, businesses can leverage innovation when it comes to designs and packaging concepts to enhance product shelf appeal.

Embracing festive themes can help to establish a unique visual and brand identity that resonates with consumers, with one study revealing that premium packaging designs can boost shelf appeal by up to 30%

Christmas also presents the opportunity for brands to test new packaging designs, as producing them in limited quantities minimizes the risk of product waste and financial loss if unsuccessful. This approach allows businesses to shelve less-popular designs without long-term commitment and incorporate successful concepts into their brand identity year-round.

Consistently refreshing packaging for different seasons and celebrations not only showcases innovation but also demonstrates an adaptable and customer-focused approach, setting organizations apart from rivals and fostering consumer trust.

2. Forging an emotional connection and cultivating brand loyalty.

During festive periods, consumers tend to be more sentimental, making specially designed packaging a powerful tool to evoke feelings of nostalgia and sentimentality.

Iconic examples include Coca-Cola’s annual Christmas campaign, releasing festively decorated bottles and cans that trigger nostalgic memories for consumers.

By infusing designs with colors, symbols, and imagery associated with specific seasons and holidays, brands can create captivating packaging that goes beyond visual aesthetics.

This emotional attachment leads to repeat purchasing and increased brand loyalty, curating a deeper connection between businesses and their customer base.

Meanwhile, generating excitement around packaging establishes a competitive market edge, attracting buyers to products that meet practical needs while evoking positive feelings.

3. Fostering purchase urgency to boost sales momentum. 

Limited-edition items and products with limited access create purchase urgency and drive sales, especially during festive periods.

Giftable items with ornate packaging appeal to a broader consumer base, and a staggering 81% of impulse buying decisions are attributed to packaging attractiveness.

This sense of urgency leads to impulsive purchases as consumers fear missing out on coveted items, ultimately driving sales and increasing profits.

Additionally, it encourages repeat purchasing as consumers look forward to collecting or gifting items with fresh, thematic packaging each season. This was highlighted in a study which revealed that 18% of consumers purchase limited-edition items specifically to collect them, while 56% buy limited-edition products at least four times per year.

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4. Finding harmony between seasonal appeal and eco-conscious efforts.

Despite the undeniable merits of seasonal packaging, organisations must be cautious about contributing to the growing packaging waste problem during the festive season.

The temporary nature of seasonal designs often leads to landfill disposal, contributing to the 374,000 tonnes of cartons and plastic packaging waste generated every Christmas in the UK.

To balance visual appeal with waste reduction and sustainability efforts, brands must choose materials and designs that are recyclable, biodegradable, or reusable.

Thoughtfully designed products with efficient packaging can reduce the need for excessive materials, generating less waste.

These efforts not only reduce environmental impact but also resonate with eco-conscious consumers, with one in four willing to pay more for sustainably packaged products.

Businesses are also responsible for educating their consumer base about the correct ways to dispose of products and packaging and 46% expect brands to take the lead on making sustainable changes.

This shared responsibility among customers fosters mindfulness of recycling.

Additionally, enhancing supply chain visibility, from manufacturing to distribution, with a comprehensive review of the product journey can identify inefficiencies and areas to reduce the carbon footprint.

Improved visibility benefits the environment, leads to cost savings, and creates more efficient processes.

Surveys indicate that 94% of respondents are more likely to remain loyal to a brand offering complete supply chain visibility, emphasizing the importance of a holistic and environmentally responsible approach.

About the Author(s)

Steve Brownett-Gale

Marketing Lead, Lifestyle Packaging

Steve Brownett-Gale is a marketing professional with a career spanning both communications and products in business-to-business (B2B) and business-to-consumer (B2C) markets across Manufacturing and Services sectors. At Lifestyle Packaging, in his role as Marketing Lead, Brownett-Gale is responsible for positioning the company as a world-leading supplier of innovative and ground-breaking packaging devices in the cosmetic, wellness, and alternative health industries, as well as offering a unique and disruptive supply chain model.

Lifestyle Packaging offers a comprehensive range of packaging services, delivering from concept to market-ready solutions with their experts and an unrivalled packaging supply chain. Their expertise is generated from years of engagement with a range of industries, including CBD, vaping, essential oils fragrance, skincare, and vitamins.

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