Gift-giving is a beloved British tradition, with Liverpool crowned as the UK's most generous city, where 60% of residents revel in the joy of giving1. As gift participation returns to pre-pandemic levels at an impressive 95%, it's clear that presents are more than a pastime — it's a way of life2. So, how can artisanal brands ride this wave of generosity and make their mark?
Compile Your Present Priorities
For any small business venturing into the gifting arena, the key is to align best sellers with what consumers crave the most. According to a leading UK advertiser, here's what tops our wish lists:
- Clothes (35%)
- Toys (27%)
- Food & Drink (27%)
- Toiletries & Cosmetics (26%)
- Gift Vouchers (24%)1
But why settle for one when you can have it all? Partner with complementary brands to create irresistible bundles.
Just like Daylesford Farm’s new home hamper packed with lovely lotions, chef-ready aprons and fabulous fizz – a perfect all-year package!
Find Your Moment
Christmas may be the crown jewel of the gifting calendar, but other occasions are creeping up in popularity. Think Halloween with its spooky charm or the romantic celebrations of Valentines. And let’s not forget the evergreen events like weddings, retirements and birthdays.
Did you know the baby shower gift market is now worth £19 million, with an average spend of £29 per gift? With 657,000 babies born annually, this is a golden opportunity you don’t want to miss!3 Ensure your brand has a versatile design ecosystem that can adapt to these diverse occasions while maintaining a consistent and recognisable core identity.
Generational Money Makers
While millennials might never catch up to the good life of their parents, Baby Boomers and Generation X are enjoying their golden years with gusto, accounting for 40% of all spending in the UK!4 This affluent yet often overlooked demographic craves authenticity and transparency.
Small brands can tap into their disposable income by winning their trust, sharing their brand’s story, appealing to the human behind the screen and targeting them on social media (where 90% of them are active daily!). If you’re wondering what will connect with them, try the key themes of spoiling grandchildren, daily healthy habits and moments of pure indulgence.
Multi-Channel Points of Contact
Guess when Pinterest sees its first spikes for Christmas planning…April! Combine this with the leading advertiser, Clear Channel’s, insight showing 84%1 of Brits mix online and in-store research and purchases, and it's clear the linear purchasing funnel is history. Welcome to the era of multiple touchpoints! Brands need to start their festive advertising at least two months in advance and ensure their digital presence is engaging and informative. Think stunning 3D imagery, easy-to-follow step-by-step guides, how-to-use videos, and personalised gift suggestions. A tight design system and clear brand proposition will help you convey a wealth of information in a simple, impactful way.
By tapping into these trends, artisan brands can craft compelling and profitable gifting bundles. Embrace the nation's love for gift-giving, cater to varied tastes, and ensure your brand stands out with authenticity and flair.
This festive season, let’s make gifting an art form!
Sources:
1. Gifting in the UK: The Clear Channel Report Oct ‘23
2. Deloitte holiday retail survey Dec ‘23
3. Gift Focus, ‘Value of the UK gift market for gender reveal parties and baby showers’
4. Boston Consulting Group, ‘Don’t Overlook Your Mature Consumers’ Jul ‘24
