Every holiday season, customers vote for their favorite products with their spending. And customers, overwhelmingly, let merchandisers know that they like change. A high percentage of your customers will at least try out a new variety. They’re easily tempted with seasonal colors, flavors, and designs. Consider how you can implement the right strategies into your plans and packaging to help attract new customer interest. To start, let’s look at popular trends with enormous potential, like pumpkin spice.
The Pumpkin Spice Trend
Let’s face it: it wouldn’t be fall without the scent of pumpkin spice wafting through the air. Pumpkin spice flavoring goes in coffee, in baked goods, and even in candies. The scent finds its way into candles and, in many cases, makes its way into stores. The arrival of pumpkin spice on the scene, even in areas where it’s still hot outside, makes many people think of cooler weather, bright reds and oranges and yellows, and the call of bonfires and longer nights.
Trader Joe’s will put out an estimated more than 70 pumpkin spice flavored items. When it comes to the iconic Pumpkin Spice Latte, Starbucks customers admit that 72% of them will buy just one per season, only around 20% will buy two, and just 8% will buy three or more — but that means a wide range of customers who are eager to pick up at least one seasonal item before letting it disappear until the next year.
What is it about pumpkin spice that has become so popular? In part, these familiar flavors and scents are associated with home, family, and the holidays. Simply breathing in the scent of pumpkin spice — and, of course, that familiar flavor rush over the taste buds — often creates a sense of nostalgia. The sense of smell, which is strongly connected to the sense of taste, often evokes strong memories and emotions. With fall reminding many people of cozy, happy times with families, it’s little wonder that pumpkin spice has such a strong impact on its consumers — especially since more than a quarter (29%) of them cite fall as their favorite time of year.
Using the Pumpkin Spice Trend
As fall approaches, consider the value that the pumpkin spice trend could have for your business. In the food and beverage industry, it’s important to keep up with the latest trends and offer a hint of something special to your customers with the changing seasons. Consider some of these great ideas: Try a new pumpkin spice version of a favorite product. From fall beers and wines to candles, soaps, snacks, and more, fall is a great time to add a pumpkin spice note to your products. Do you have a place to include a great cinnamon flavor or scent? Do you have an existing product or baked good that could take on a pumpkin spice flavor with a few slight modifications? Consider what products your customers enjoy most, then find a way to help them enjoy it in full pumpkin spice style.
Change up your labels. You don’t need a complete re-brand to change your labels for the fall. Instead, consider adding a few fall leaves, a touch of orange, red, or brown, or using familiar fall imagery — pumpkins, for example — to help evoke that sense of nostalgia in your customers.
Shiny Reds and Greens
Once pumpkin spice season is over, it’s time for the Christmas holidays to roll in. Annually, Americans will spend an average of $704 each on holiday goodies and gifts — and you want your brand to take advantage of that eagerness to spend during the holiday season. With many stores starting their Christmas displays earlier than ever, it’s important to plan your holiday marketing strategy as well ahead of time as possible — and that starts with considering how you can take advantage of the colors of the season.
During the holidays, red and green often bring people in for a closer look. Unless you’re putting together a Scottish plaid, it’s unusual to see red and green together throughout the rest of the year — but those familiar colors in combination let most people know that a brand has taken the time to create a special product for the holidays. As a result, it brings customers back for a closer look.
Taking Full Advantage of Your Red and Green Scheme
As the holiday season approaches, it’s time to make the most of red and green opportunities. (Or silver and blue, if that’s what your customers are more likely to expect from your business.) Try some of these strategies:
By simply changing your product’s label or package, you can instantly change your product into an amazing seasonal gift. Even if your product is the same thing customers would buy the rest of the year; a seasonal label or package will encourage customer interest, or convince them your product will make the perfect gift.
Use familiar holiday shapes to help reinvent your products. Whether it’s chocolate reindeers or snowflake-shaped blocks of cheese, simply re-crafting existing designs to fit the holidays can bring a smile to customers’ faces. And it’ll encourage them to try something new!
Try a new flavor combination and market it for the holidays. Just as pumpkin spice is the flavor of fall, winter often is associated with peppermint, especially in conjunction with chocolate. Consider how you can incorporate those familiar flavor options into your plans for the holiday season.
Consider your customers’ needs. It’s not just about gift boxes this time of year. Customers are also hosting and attending parties, from parties intended just for adults (bring on the beer and wine!) to parties designed for children (cookies, candies, and baked goods are more necessary than ever). Consider what your customers need this holiday season. Then make sure you have a product that’s perfect for them to grab on the run.
During the holidays, you want your brand to stand out to your customers positively. If you want to encourage them to choose your product, we can help! Contact us today to learn more about our label creation options, including special labels just for the holiday season.
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