Insider tips for building a successful gift registry

Holiday Gifting Is Here—In a Big Way

Holiday Gifting, Package

You probably know that this year, the holiday season is already in full swing, a bit earlier and busier even than usual. And you’ve probably heard that customers are eager to get out and celebrate together again, which will drive a very strong sales season. Overall, projections estimate that retail sales for November and December will increase by more than 7% over 2020 and hit $800 billion.

You probably also know that the fourth quarter has always seen more gift exchanges than any other time of year—in fact, collectively, the fourth quarter dwarfs the entire rest of the year, and this year will be no exception.

But do you also know that gift exchanges will play a bigger role than ever in all this spending this year? We’re seeing spikes in wedding activity, a rebound in new baby arrivals (after a slight pause earlier in the pandemic), and a renewed interest in gathering for birthdays, anniversaries, housewarmings, and more. But the single biggest driver of gifting remains holiday celebrations. 

All good news, but here we want to focus on the holidays and holiday wish lists.

Why Make Wish Lists a Priority?

Consumers are looking forward to holiday shopping and celebrating together again, and most are planning to spend more on the gifts they bring to holiday gatherings. So it’s time to throw a spotlight on holiday and Christmas wish lists. (No worries, this doesn’t mean customers will stop creating registries for other occasions. After all, have you ever heard anyone say they won’t celebrate the holidays because they have a wedding coming up, or a new baby arriving, or they just moved?)

Here’s the real “kicker” for your wish list this year: 

  • Research shows that consumer attitudes shifted during the pandemic, to focus more attention on “what really matters.” That feeling will apply to their gifting activity as well, as shoppers want to give gifts that are meaningful and truly appreciated because they’re wanted or needed. No one wants to give a “bad” gift, and no gift recipient wants to deal with the hassle of returns or exchanges. (Fun fact: 40% of consumers report the disappointment of getting a gift they didn’t want, and more than 70% were annoyed by the need to make a return.)
    • What better way to make gifting meaningful than by using a holiday wish list to let family and friends know what will bring the most joy? Gift givers can buy with confidence, and those who may still be cautious about spending too much time in a store can shop efficiently.

Consumers have also heard the dire predictions about product shortages due to the lingering effects of the pandemic and the disruption to global supply chains. That’s what is driving earlier shopping this year. So use your gift registry as a problem solver, and give customers another reason to use a holiday wish list:

  • A wish list not only shares the gifts that are most wanted, it also updates product availability to match inventory, so registrants are notified if a gift is no longer available, and shoppers will not see gifts that aren’t an option for purchase. That way, you can manage expectations and provide an opportunity to choose substitutions.

 

Holiday Gifting, Package

How to Talk Up Your Wish List

Here are a few quick tips to help you tap into the holiday hoopla. And don’t be shy about it—after all, your wish list is all about helping customers keep gifting easy and fun.

  1. Promote Holiday Wish List Use—NOW

Be there for all those early-bird shoppers who are trying to avoid hassles by letting them know a wish list is a perfect solution for them. Use in-store signage and online banners to drop hints. And most important, be sure your associates talk up all the benefits of a wish list, as they can be your best marketing tool.  

  1. Be Festive and Visual

’Tis the season, so look for ways to add seasonal imagery and cheery messaging to your registry marketing and wish list materials. In fact, rely on visuals, as pictures register an impact better and faster than words. It’s a hectic time of year, and you want your efforts to be attention grabbing. And don’t forget that we make it easy to refresh the look of your registry landing page (look for details in your dashboard).

  1. Keep It Going

While holiday customers are already out and about, there will always be those last-minute shoppers, and they’ll appreciate everything you do to ensure they don’t miss out on the perfect gifts.

  1. Showcase Great Gift Ideas (Including Items with Strong Inventory)

Use your merchandising displays to highlight the best gift ideas, particularly those you’re confident have inventory to back them up. And to be safe, have good alternate suggestions in mind, as customers tell us they are determined to shop and will value advice on great alternatives. If a really awesome item is in short supply, be sure to clearly explain that.

  1. Celebrate Existing Registry Users

It’s the perfect excuse to reconnect with registrants who had events in the past. Encourage them to create a holiday wish list—it’s another chance for them to receive items still unpurchased from their past event and add any new items they now want or need.

Similarly, registrants with future event dates don’t have to wait to enjoy favorites now. And don’t overlook those past gift givers—invite them to flip roles and create a holiday wish list of their own.

Remember, you and your holiday wish list are there to make gifting easier and show you’re committed to helping customers enjoy their celebrations. Spoiler alert: The goodwill you generate now will carry over into next year! Maybe some of those first-time holiday registrants and shoppers will create a wedding registry or baby registry in the future.

We Love Connecting with You

Let’s discuss how we can be most helpful to you. Based on your specific business plans for this season, we can suggest how to make the most of all of our programs. Feel free to contact us at marketingguru@myregistry.com to discuss marketing ideas for your unique registry business.

You can read all our partner and marketing blogs here.

 

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