Seasonal packaging has seen huge growth since 2012 and is a big part of the holiday season for entrepreneurs and consumers alike. Creating special packaging for big shopping seasons seems like an easy opportunity for brands big and small to create relevance with consumers, but it’s very easy to make mistakes both creatively and financially. While seasonal packaging seems easy in theory, designing and producing special packaging for every season can also be quite expensive. Should your company invest in seasonal packaging? Grimes Packaging Company has done the research and gathered some statistics to find out if seasonal packaging really offers businesses return on their investment.
Does Seasonal Packaging Offer Businesses Return on Investment (ROI)?
Seasonal Packaging: The Bottom Line for Business
According to the research done by Grimes Packaging, holiday specific packaging is a big mistake. Hershey’s did this in Halloween 2011 and found themselves left with a bunch of leftover Halloween candy that they were forced to heavily discount. This diminished their sales during what should have been one of their most profitable periods. After that, Hershey’s learned to stick with more general fall themes and extended the shelf life of their products.
Special seasonal packaging is an opportunity for companies to have a little fun and branch out beyond their usual brand identities, but it’s not a good idea to go as far as Coke did in 2011 with their special white can and confuse and irritate your core customer base. They were forced to end their campaign ahead of schedule and revert back to their regular branding.
The best you can hope for is what Kleenex achieved with their summer seasonal packaging: the watermelon box. At its best, seasonal packaging helps companies bring in new customers who want to buy the product just for the packaging. Kleenex saw “close to 100% incrementality” with their summer watermelon box.
We all know that Fortune 500 companies like Coke and Hershey’s have more capital available to invest in seasonal packaging, but they also have more leverage to make things right if they do make mistakes with their packaging. Smaller businesses have more to gain and to lose with seasonal packaging. Craft beer sales have been steadily increasing over the last decade, and if done right small breweries can boost their sales and exposure by effective seasonal packaging.
Do you use seasonal packaging at your business? Do you think it is a good investment?