Awards & Engraving

2017 Custom Gift Annual

Issue link:

Contents of this Issue


Page 10 of 68

8 • A&E MID-MAY 2017 W ith the holidays right around the corner (yes, I know it is May), I'm here to tell you that there is no better time than right now to be planning for the holiday gift-giving season. Reports suggest that 29 percent of shoppers will begin making their holiday purchases prior to Halloween, and most promotions that gain any traction are completed by Thanksgiving. Many of those buyers are moving from traditional buying of holiday gifts at a retail store to making their purchases online. To make a dent in the online world, you have to align yourself cor- rectly as the authority on those holiday gift items you plan to sell. You have to make it to the top of the search pages without spending thousands of dollars on AdWord campaigns. In this article, I explore two strategies for being more profitable and will also share some products you should add to your gift offerings. STRATEGY #1 – PERSONALIZATION In our world of decoration, we must set ourselves apart from the rest. Why would someone want to buy a gift item from us compared to the thousands of other deco- rators out there? Plus, the large 10,000 piece identical orders are few and far between in today's world. A big factor is a desire for per- sonalization. According to Amy Watson in an article about e-commerce trends, "We want uniqueness in everything we do, we give and we own, right from clothes we wear to gifts we give." A huge way you can set yourself apart is to offer personalized products. By taking advantage of digital technology, like sub- limation, you can offer your customers unique and thoughtful gifts. Not only will your customer and the gift recipient love the personalization, you will be able to charge a premium for it because it is unique to the receiver. This personalization can be as detailed as a complete customer item with different images and text or even as simple as using a similar design for each item, but changing out the family name on each one. With digital capabilities, it won't matter to you if you produce one item or 1,000 of the same item with different designs as there is no set-up. Better yet, these types of personaliza- tions are becoming easier to create and sell due to automation technology and better e-commerce platforms. 8 • A&E MID-MAY 2017 Strategies for By Aaron Montgomery Profitable Holiday Gifts It's not too early to start planning for the holiday gift-giving season. (All images courtesy Aaron Montgomery)

Articles in this issue

view archives of Awards & Engraving - 2017 Custom Gift Annual