What They Want For Christmas

Once the turkey platter is put away, consumers start shopping with a different mindset. Instead of leisurely browsing for themselves or a few others, consumers are shopping with serious intent for meaningful presents to give many family members, friends and colleagues who have a range of interests – all while the clock is ticking.

Holiday shoppers are looking for ideas. They have a budget in mind and they’re on a deadline. When merchandise is presented in ways that reflect this shopping behavior, brands are more apt to win a sale.

Three product presentations that fulfill the needs of holiday gift givers:

  1. Showcase products by price point
  2. Offer curated collections
  3. Guide sales toward small ticket items

Examples as executed in direct mail follow.

#1 Showcase products by price point

Grouping gift ideas by price point makes it easy for consumers to shop within a budget, no matter how many zeros the budget total contains.

Mansur Gavriel

#2 Offer curated collections

Consumers have a Need Gifts For list. Products presented in collections by recipient type or interest (her, him, mom, dad, boss, teacher, etc.) reflect consumers’ thoughts and make it easy for them to cross names off their list.

Crate & Barrel
Mark & Graham

#3 Guide sales toward small ticket items

Average order size tends to drop during the holiday season when consumers are buying for many people. Increase your assortment of items on the lower end of your sweet spot price point to give them opportunities to share the joy of your brand with many others.

Todd Snyder
Value City Furniture

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