There are many gifting occasions throughout the year which retailers can prepare for, including Christmas, Easter, Mother’s Day and Valentine’s Day.
However, it is important to remember the more unusual gifting opportunities that convenience retailers can own. A great example of this is the token gift occasion - whether it’s a thank you for a friend or an end of term gift for a teacher, the smaller price point products can help to drive additional sales all-year-round.
Does this encourage trading down and minimise the importance of Boxed as a year round opportunity outside of the seasons? These gifting occasions aren’t unusual, they are key for the category.
Cross-category merchandising around occasions can also help to drive basket spend. Siting boxed chocolates with flowers, alcohol and greetings cards can provide the full gifting solution for shoppers.
When looking for a gift, shoppers are often happy to pay for a more premium product for the special occasion. With this in mind, make sure you are offering a range of quality products to provide a range at each price point to a more premium product.
Remember, distressed gifting purchases are often bought for gifting the same day. By keeping a stash of gift tags and pens behind the till, you can save the day for your shoppers.
“Cross-category merchandising around occasions can also help to drive basket spend.”