It may be hot, hazy, and humid these last few weeks of summer, but everyone is enjoying fewer restrictions and the opportunity to be out and about. And while we’re all for social gatherings and outdoor activities…

Fall will be here before you know it! And that’s actually a good thing when it comes to gifting and your registry opportunities. You’re probably already deep into your plans for the upcoming season—thinking about exciting new assortments hitting your shelves and the sales and marketing activities that will keep business hot, even as temperatures start to cool. You may even have a promotional calendar laid out to align with big events like back-to-school, fall activities, and all the major holidays that extend right up to year-end celebrations.

It’s just as important to ensure you have registry marketing plans in place as well. While fall is a busy gifting season, this year we expect activity to be even more robust. After the long months of the pandemic, customers are eager to return to the normalcy of gatherings and celebrations, and that translates into opportunity. No matter what business you’re in or what products you sell, we see lots of possibilities for you to drive activity—and bring lots of sales your way.

Here’s why:

• Wedding and wedding-related activity has rebounded in a big way. Events postponed during the height of the pandemic (or held with just immediate family in attendance) are now crowding calendars well beyond normal weekend celebrations. This flurry of activity is expected to extend into 2022, so don’t be surprised to hear of weddings scheduled for almost any day of the week.
  
  • Gifting for these occasions will carry into next year, so those of you with products that make great wedding gifts should boldly talk up popular items.
  • Even as couples are likely to be out and about more, an appreciation for at-home socializing and “just chilling” provides reasons to stock up on great cooking, entertaining, and furnishing items.
• Housewarmings and moves to start new jobs, among other reasons, are big this year. The pandemic prompted more moves than we normally see, and that’s opportunity for a fresh new look or a few updates.
  
  • Keep in mind that new work-from-home habits have developed and are likely to stick, so suggest ways to make living spaces flexible and multipurpose.
• Holidays, where we saw a huge jump in wish lists created last year, are expected to stay strong—taking on special meaning as people are excited to gather and take pleasure in gift exchanges once again.
  
  • Recent customer surveys suggest that a majority of people will rely on some sort of gift list to share what they want or to find the perfect gift for someone else.
  • That’s literally millions of lists, so let’s be sure your customers know you can help make that process a breeze with a holiday wish list that’s easy to share and shop.
  • With more socializing and gatherings, there will be renewed interest in gifting of fashion apparel, accessories, and jewelry to complement products that refresh home spaces or reinforce the healthy living habits so many have adopted in past months.
• More college students will be off to enjoy campus living again. This creates two gifting opportunities—act quickly as they prepare for a new school year, then encourage gifting to refresh key items after an active fall semester.
  
  • Whether its practical items to keep their living and study spaces neat and organized, or decor pieces that let them personalize their space, there are lots of great gift ideas here.
• And of course there are always birthdays and anniversaries to celebrate as well.

A Calendar of Events

We’ve developed a registry event calendar that shows the most popular registry activity over the next six months. Use it as a guide to refresh your registry marketing and keep pace with what’s going on with your customers.

With so much happening, your best bet is to start talking up gifting in a broad way and weave a message into your existing marketing programs. Then look for specific opportunities to sprinkle in relevant event messaging to align with the calendar. That way, you support the registry but keep your workload manageable.

• Look to spotlight your expertise as a go-to for gift ideas and registries/wish lists by including a quick but persistent mention in any marketing you do. A one-liner can set the tone, and a few dedicated communications (through email, social posts, or printed materials) will then reinforce it.

What matters most to customers is that 1) you have products that are perfect gifts, and 2) you offer support in terms of reliable service, guided advice, tips—and a registry to help them make the gifting process hassle-free.

• Offer “top gifts” or checklists of must-have products that meet their lifestyle needs and interests. If you can then overlay benefits that support valued social causes (like sustainability, environmental friendliness, and easy care), all the better.

And don’t forget our additional industry perspective and marketing programs that can strengthen your impact. Be in touch so we can help you take advantage of them, and talk to us about some marketing tools that can extend your reach and build more awareness of your brand:

• Inclusion in gift idea boards
• Sharing of social posts and notifications of events or promotions
• Participation in giveaways, sweepstakes, blog posts, and more

Or use features that help you manage your registry more easily:

• Refresh your landing page with seasonal looks and messaging
• Track registry activity with our registry rewards program and campaign ID tracker

We Love Connecting with You

Before leaves fall and temperatures follow, let’s work to heat up your registry. We’re here to help, so feel free to contact us at marketingguru@myregistry.com to discuss marketing ideas for your unique registry business.

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