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How to… make gift wrapping work for your brand

With just under two thirds of UK adults saying professional gift wrapping makes goods ‘extra special’, the argument for retailers to offer this service is clear.

With the right packaging retailers can add value to their products, look forward to higher levels of profitability and longer term improved brand image to boot.

  1. Who should be top of your gift list - Men and women alike appreciate the attention to detail associated with luxury packaging, with a particularly positive impact seen among young consumers, those aged between 18–24 years old. Typically men are willing to pay more for gift wrapping as an added service than women, so appealing to the young male demographic is particularly important. 
  2. Who are they buying for – Men are far more likely to request professional gift wrapping when purchasing a gift for their wife or partner. Interestingly, women are more likely to purchase gift wrapped goods for their mum than their other halves.
  3. Getting the price right – On average men are willing to pay more than women, with the majority happy to spend around £2 for the service. One in ten men are happy to spend upwards of £4, and this figure increases among 18-24 year olds. 
  4. Setting expectations – Whether online or in store, our advice is to introduce gift wrapping as a service option that is part of the purchasing experience, by having branded bags, boxes, tissue and tape available. Retailers should be aware the Christmas Countdown has already begun and adhere to lead times for their packaging requirements, which for overseas orders can take up to 12 weeks. With just 18 weeks until 1st November, when the season’s shoppers start in earnest, it’s important to act now in order to meet demand and make the most of this opportunity. Another consideration is to increase the recycled content of your packaging and in turn to ensure packaging is recyclable and therefore easier to dispose of, as this will be expected by eco-conscious consumers.
  5. Realising the longer term benefits - High quality, luxury packaging can do wonders for a brand’s image and is known to influence consumer behaviour long term. Introducing a gift wrapping service can lead to an increase in repeat orders, more word of mouth recommendations and is associated with investment in customer service. The best news for retailers enjoying their improved profitability is that gift wrapped goods are actually perceived to be better value for money. 

David Brimelow is Managing Director of packaging manufacturer and supplier Duo UK, www.duo-uk.co.uk

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