Packaged for Your Valentine: Is Seasonal Packaging Worth It?

Posted on by Kelsey Sullivan










As soon as the winter holidays come to a close, it’s time to share the love. It’s the time of year that everything on the shelves starts being seen through pink, red and heart-shaped lenses.

But does it really work?

Do consumers really prefer the Valentine version of your product?

According to Packaging Digest, 65% of US consumers prefer seasonal packaging to regular packaging.

That means over half of US consumers are more likely to reach for the seasonal themed batch of goods. It’s all about the visual appeal.

Think about it, the main reason chocolates and baked goods are purchased during the month of February is due to the nature of Valentine’s Day. In spirit, the consumer will reach for the red heart chocolate bag instead.

According to the Complete Guide to Seasonal Packaging by Mary Davies, “in order to stay competitive with the big brands it is essential that you adopt seasonal packaging.”

In a Label & Narrow Web article, Superbrands founder Marcel Knobil supports Davies statement by expressing, “Thanks to impressive print packaging, brands can seduce customers into a change of purchasing vote at the point of purchase. We would end up with less brand and more bland were it not for the attention that the packaging attracts.”

So seasonal packaging is the right idea, but how do you know if it’s the right idea for you?

Unfortunately, it does depend on what industry you are in. A company that sells plastic tubing would not benefit as much as a company known for their gourmet chocolates.

Davies expands, “a bakery is much more likely to benefit from changing their packaging than a stationary supplier. Think about your business model, your products and your customers and then decide whether there would be a benefit to using seasonal packaging.”

So if seasonal packaging is right for you, there are two important things to remember before you get started:

  1. Don’t confuse your customer
    By not make your designs similar to another product you already offer, it could confuse your customer and cause them to shy away from the product altogether.
  2. Don’t overestimate
    If you don’t have your own in-house label printer, it’s easier to make your packaging labels a limited time offer vs. overstocking on labels that will ultimately go to waste.

Whether you are a business small or large, it is definitely worthwhile to invest in seasonal packaging.

But where do you start?

To get the creative juices flowing, we’ll leave you with Hornall Anderson’s top tips of incorporating holiday packaging into your business:

  1. Create a tradition
    Pair your product with something extra in the spirit of the season, and keep it going each year.
  2. Make collectibles
    Packages that are part of a set or able to be repurposed in an innovative way.
  3. Make gifting easier
    Gifting through unique or personalized packaging is beautiful enough to be a gift itself.
  4. Create a campaign
    Build “fanfare” around your product launch.
  5. If you can’t avoid clichés, have fun with them!
    Look for visual and tonal treatments that evoke the season without being overly dependent on overused symbols, or look for ways to turn them on their head.

Interested in creating seasonal or in-house labels today? Check out our website to learn more.


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