A series of festive occasions around the calendar year is a great opportunity to reshape your strategic planning and skyrocket your sales by taking into consideration the customer’s psychology. Seasonal packaging should be an important part of any brand’s marketing and communication strategy. Researches reveal that seven out of ten consumers are influenced by seasonal packaging, especially when they're making a gift-giving purchase. (Ipsos, 2018)

Since the outbreak of the COVID-19 pandemic, consumers flocked online for their shopping -8 out of 10 Greek buyers make at least one online purchase/week (Paypal, 12/2022)-  and therefore the packaging of your products is the only “real” interaction they may have with your brand. Seasonal packaging though, remains particularly vital for any physical store that wishes to stand out from the competition.

To understand in depth the importance of seasonal packaging, you should first understand how it may affect consumer’s behavior. 

1. It elevates curiosity and builds anticipation

A gift “hidden” inside a carefully designed package gives the recipient the chance to unleash his imagination, to “play” with it, to feel the quality of the packaging and start guessing what it might be hiding. What you have accomplished? You caught his attention, you motivated him to interact with your brand and therefore to get into his mind as a great option for future shopping.

2. Emotion is what really drives the purchasing behaviors

Seasonal packaging is mainly highlighted during special annual occasions that consumers are more open to get in touch with their emotions and feelings. Christmas, the most wonderful time of the year, Valentine’s Day, the most romantic day of the year and Halloween, the scariest period of the year, are among these special occasions.  

Whether they are looking for a gift for their loved ones or a special gift for themselves, consumers leave their emotions to drive all their purchasing decisions. A seasonal packaging can influence consumers’ emotions through aspects like color, typography, illustrations or material. They search for an out of the box packaging solution that will make them feel special and unique.

3. The customer experience never ends

The moment a customer receives his order is an important customer journey touchpoint that can lead to greater customer satisfaction and skyrocket the overall experience of your clients. Through seasonal packaging you have the chance to create a “wow” unboxing experience that builds credibility, creates super fans and motivates them to come back to you for future purchases. And this is what we call loyalty: a measure of a customer's likeliness to do repeat business with a company or brand (πηγή: sendpulse).

Since we have now understood the customer psychology and how it affects the purchasing behavior, it is time to present 3 benefits of seasonal packaging for your business.

1. Refresh your company’s image

Competition is fierce which means you have to move smart if your want to stand out from the rest and capture more market share. Seasonal packaging is a great marketing tool to highlight the fresh and bold character of your brand while at the same time you make the statement that you are among the top notch businesses that listen to their clients’ needs, finding ways to satisfy them. Therefore, seasonal packaging can help you refresh your company’s image and urge your customers to wait with anticipation your next seasonal packaging.

2. Boost your sales

Seasonal packaging can significantly drive sales volumes. Keep in mind that during the annual special occasions, your customers are willing to spend more as it is the great opportunity for them to offer special gifts to their loved ones. Therefore, they tend to prefer eshops and physical stores that satisfy their need for great packaging for their gifts. Not to mention that there are still businesses that seem to have forgotten the importance of packaging in the overall customer experience. This is your chance to stand out.

3. Go viral and enhance brand awareness

There are many ways to go viral on social media and reach a wider audience. Seasonal packaging may be one of them. We hope that you are already familiar with the “unboxing” trend on social media either on YouTube or TIK TOK. The hashtag #unboxing comes with 55.3B. views on TIK TOK, so don’t be surprised if you become a trend on social media thanks to your special festive packaging solution that attracted the attention of your customers.

43% of consumers have purchased an item directly from social media (SEPE 2022) while 40% of consumers are willing to share content on social media if their order comes in unique and branded packaging (Dotcom Distribution). Are you ready to become the next big thing among trends?

Since there are numerous holidays throughout the year, our team suggests to carefully selecting the right festive occasion for seasonal packaging, to evaluate last year’s sales volumes per period and decide where to put your effort and budget.

Not each outstanding packaging solution comes with a high budget. Cartabianca's expert team can guide you to identify the ideal packaging for your needs and improve the overall customer experience. As pioneers in Greece with extensive experience in packaging and unboxing, we offer solutions to improve your business image and products.