Gift Focus inc Attire Accessories - Page number 131 - November/December 2021

BLOG 131 really drive those additional sales, as gift cards are an ideal last-minute solution for those customers who need something quickly but don’t necessarily require carefully selected or highly personal gifts. For those buying online, provide more flexibility by allowing multiple delivery options in the form of multiple denominations, designs, and whether they would like the gift voucher physically, digitally, or both! Those with a little more time may prefer to receive a physical item in the post so they can wrap it up and give it to their recipient in person. But for those who are really cutting it fine, it pays to offer delivery options that include email and mobile. If you’re offering gift cards in-store, ensure they are positioned near to the till-points, as then they are easy to find for those with less time on their hands. Retailers can provide custom envelopes, nicely designed card holders, or even gift-boxes for those customers who are looking for that slightly more personal touch. It’s a small addition, but it makes a gift card a little more tangible and has a better impact, which increases likelihood to purchase. Offer up some last-minute gift ideas for shoppers through a dedicat- ed ‘gifts’ page by curating products and items that always land well as presents. Creating a section, online or in-store, for well-priced gifts is a savvy way to convert shoppers into customers while also saving them time. Some of the best options for till-side displays can be neutrally de- signed accessories such as watches or jewellery, on-trend wall art prints, bath accessories and pampering products, or perfumes and colognes. 3. Work to become their go-to retailer: look after customers’ pain points Many last-minute shoppers are often stressed and under pressure, so offering a gift-wrapping service can really cut out a vital time- consuming part of the process for them. Attractive gift wrapping with a subtle brand logo added can be a great marketing tool to increase brand awareness while increasing customer satisfaction. A carefully thought-out gift-wrapping design can also help a younger brand make a name. You can make a big impact by catering to your customers’ unique needs and offering anything you can to ease some stress or frustration around last-minute shopping. By looking at customers’ pain points around time-saving, money-saving, and stress-saving, you will quickly become their go-to retailer for those fast-approaching events. 4. Remember, greetings cards play a significant role in gift-giving What gift is complete without a card? A card is the best opportunity to say why your recipient is important to you and why this gift suits them perfectly. You can find a card for any occasion, and it’s the perfect little touch on top of your hurried present purchases. A greeting card can also be a gift on its own, with unique designs that your friends and family will love. Money or gift cards inside can be a bonus and are simple enough to organise when you’re in a rush. Often, even a last- minute gift like a card can be just as meaningful. In my opinion, greeting cards have a bigger role to play in gift-giving than you may think. While we all love to receive gifts, greeting cards play a significant role in establishing those all-important connections we feel when exchanging presents and sending a card. Some people will keep greeting cards for a lifetime, looking back on them like fond memories. So, while you’re last-minute shopping, remember to take the time to select and send a card. Retailers can capitalise on this moment by making greetings cards an optional bonus at checkout. If you know that a last-minute gift is being bought, ensure that they can get a last-minute card. Explain to them why a card will complete their gift! Sources: www.wsj.com/articles/holiday-shoppers-wait-until-the-last-minute-for-deals-1450521042 www.ukgreetings.co.uk/our-story/ www.business2community.com/consumer-marketing/targeting-the-last-minute-shopper-02148211