Over the past few months, we’ve talked a lot about all the gifting activity going on this season. In addition to the normal life milestones (weddings, new babies, anniversaries, birthdays, and retirements), the year-end holidays loom large. After all, most of us celebrate the holidays in some way. While all those customers have different gift favorites, they all share the desire to “get what they want.” And that means opportunities for every retailer.

To put this in context, consider the fact that a survey by the National Retail Federation noted that as many as 6 in 10 shoppers express interest in using a holiday gift list (and that survey was conducted before the pandemic settled in and made people more cautious than ever about what they buy and how much they spend). While projections for holiday spending have been in flux, there’s no doubt that consumers will want to buy gifts, while still being mindful of what they spend. We also know that less money will be spent on travel and experience gifts, instead shifting to items for personal use and enhancements to living spaces. Even if spending is carefully managed, it still means more than $1.1 trillion will be spent this season, and you deserve to capture your share in a productive way.

That’s why we’re devoting this blog to tips for making the most of your Holiday Wish List.

Consider:

• Every customer can create a list of their most desired gifts, the ones guaranteed to bring a smile when the wrapping paper is torn off. No more worry about faking appreciation and saying thank you while thinking, What will I do with this? Do I endure the hassles of a store return or just add it to the clutter in the back of my closet?
• Gift givers can use someone’s shareable, shoppable Wish List and avoid the stress of hunting for the perfect gift. Today, when many want to minimize time spent in a store or touching products, this will be much appreciated.
• You’ll see fewer returns at a time when handling them is more complicated (and costly) than ever. When driving sales is key and expense control vital, how gratifying to accomplish these important business goals and deliver a better customer experience at the same time.

Those reasons will give you the story line to share with customers. Plus, with physical gatherings likely to be constrained this year, gift giving will be what (re)connects friends and loved ones. Take the stress
out of finding that “perfect” gift by talking up those registry benefits.

Think about your gift registry as the gift you give each customer—the opportunity to ward off “bah humbug” feelings and keep the spirit of the holidays alive. Make it all about them and what they want. Let them know they can be proactive and make their own holiday wishes come true.

How to Put More Jingle in Your Cash Register

• Spotlight your registry and its Wish List, and back it up with other services and features you offer (for example, free shipping or convenient curbside pickup, gift wrap, even personal shopping assistance offered in-store—made even better by offering appointments during off hours or via Zoom).
• Add a tagline to your holiday marketing materials, and include shout-outs with “top gift” displays both online and in-store.
  
  • Feature “top gifts” online and in-store.
  • Encourage gifts of all shapes and sizes to check stocking stuffers and Secret Santa exchanges off the list alongside the “big gifts.”
  • Focus on items that are well stocked, and avoid disappointment by clearly communicating any limited inventory.
• Design a bright and cheery bag stuffer and/or packing insert that highlights all the ways you can be Santa’s helper or an “event elf” by making gifting easy.
• And don’t forget that your entire team (even those who are not directly working with customers) can be your best Wish List marketing tool. Encourage them to suggest a Wish List to customers and even mention the service to family and friends.

We’re Here to Make It Even Easier for Your Customers
Your registry software has always given customers the convenience to aggregate everything they want on a single list. Now, just in time for the holidays, we’ve added “Holiday” as a designated event option presented to every customer when they sign up. And those who already have a registry for another occasion can create a fresh new list just for the holidays, full of gifts that reflect the latest seasonal must-haves.

With just weeks left to plan, start now to make Holiday Wish Lists part of your customers’ gifting experience.

We Love Connecting with You
It’s wonderful to connect with many of you each week to talk about the specific needs of your business and how MyRegistry can support you. Feel free to contact us at marketingguru@myregistry.com to discuss marketing ideas for your unique registry business.

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