You may have listened to some of my seminars housed in the PPAI library on “Christmas In July”. Very little has changed in terms of the opportunity to sell early. Much has changed in what to present to your clients. Retail holiday sales in 2023, according to the National Retail Federation (NRF), grew by 3.8% over 2022, reaching a record $964.4 billion. Looking ahead, the NRF has provided an optimistic forecast for the 2025 holiday season. They expect continued growth in retail sales, driven by robust consumer spending and economic stability.
The top business-to-business holiday gifts for 2023 reflect a blend of practicality, customization, and luxury. Here are some of the more popular options:
- Custom Cheese Board Set
- Personalized Professional Notebooks
- Smart Temperature-Controlled Mug
- Gourmet Holiday Gift Box
- Electronics Organizers
- Compact Travel Bags
- Cozy Customizable Blankets
- Personalized Treat Selections
- Bluetooth Noise-Canceling Headphones
- Wireless Multi-Charging Stands
Obviously, not every client has a generous budget, but it does seem that spending has been on the rise since the end of the epidemic. Always remember best practices – logos do not belong on holiday gifts. That turns it into a promotion.
While the trend moves slowly towards electronic greeting cards, viruses and trojan horses are more prevalent than ever, and sending an electronic card needs caution.
Corporations often prefer traditional greeting cards over e-greeting cards for several reasons:
1. Personal Touch: Physical cards are perceived as more personal and thoughtful. They require more effort to create and send, making recipients feel more valued and appreciated.
2. Professionalism: Traditional cards are often seen as more professional. They can be designed with high-quality materials and customized with the company’s branding, giving a more polished and premium feel compared to digital alternatives.
3. Tangibility: Physical cards can be displayed on desks or bulletin boards, serving as a constant reminder of the sender’s thoughtfulness. This tangible presence can have a more lasting impact than an email, which may be quickly forgotten or deleted.
4. Customization and Branding: Printed cards offer more opportunities for customization, including the use of company logos, branded designs, and personalized messages. This helps reinforce the company’s brand identity and message.
5. Perceived Value: Physical cards often convey a higher perceived value. They demonstrate that the sender invested time and resources, which can be more meaningful to the recipient than an electronic message.
6. Avoiding Spam Filters: E-greeting cards can sometimes be filtered into spam or junk folders, meaning the recipient might not even see them. Physical cards, on the other hand, are delivered directly to the recipient’s desk or mailbox.
7. Security Concerns: Some corporations are wary of the potential security risks associated with e-greeting cards, such as malware or phishing attempts. Physical cards eliminate these risks entirely.
So, if you don’t already know, 80% of your client base buys something for the holidays. 80% of your client base buys holiday cards. Your contact management system should be noting who the buyer is. Now is the time to reach out with early bird deals and more.
With every phone call, you simply need to ask …who buys your holiday gifts and cards? You may get the names of several people.
Happy sales to you.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.