The coming months are full of celebratory events that present huge opportunities for your registry. While many shoppers remain somewhat anxious due to lingering concerns about marketplace uncertainty, research shows they still intend to recognize special occasions and buy gifts. Consider all these popular event possibilities:
- Weddings: Most markets see a spike in events during early Fall. It’s not too late to tap into those celebrations. For that matter, pre-wedding activities may also be going on. And, don’t forget those annual anniversaries will also generate more gift shopping.
- Graduations/New moves/Housewarmings: The peak season for new moves is now. Prompted by graduations, job relocations, and new home purchases, more people are changing their home bases than at any other time of the year. Whatever the reason, a new living space generates a need for newness.
Don’t discount all those recent grads, from high school or college. Many of them are also among the ‘movers’ and will need to set up new living and lifestyle settings. Often moving into small spaces, advice on products that are practical, fun, and still fit their budgets will set these customers up to come back when they’re managing bigger milestone events in the future.
- Babies and Birthdays happen every day. There is a slight spike in new births in early fall, and, for partners serving the needs of growing families, a birthday gift list registry is always useful. Growing siblings are forever in need of new things.
- Year-end holidays: These celebrations cast the broadest net and also tend to support more diverse gift choices. More so than seen for other occasions, apparel and small ticket items are popular.
With so many different types of celebrations ahead, literally every customer represents a registry user. So, gear up for a busy and productive time, and play to your brand strengths.
Refer to this calendar to help organize your registry marketing plans; see what events are most popular when and the timing for gifting planning and purchasing that align with each event. Align your messaging accordingly.
Turn the Spotlight on Gifting and Registry
With so many celebratory occasions taking place in the coming months, your best bet is to start talking up gifting broadly. Look for every chance to weave in a message about gift shopping across your existing marketing programs. A quick one-liner can set up your commitment to take the stress out of any gifting plans. Then, look for opportunities to sprinkle in specific, relevant event messaging to match the evolving event calendar. These efforts keep your workload manageable.
Dedicated communications that focus on the benefits of using a registry are even more powerful, so consider this option as workload allows. And, if you have a physical store, be sure to use signage, hangtags, etc., to feature great gift ideas.
The key messages to get across are (1) build on what you already do, and/or (2) promote any special features you offer to registry users. In either case, be sure to build your story around what matters most to customers these days:
- A product assortment that has great options that are as practical and functional as they are aesthetically pleasing.
- All the better if your gift options cover a breadth of price points to accommodate diverse interests and budgets.
- Highlight popular gifts and unique items that distinguish you as a ‘go-to’ resource.
- Focus on services, advice, and tips that will make the process easy, convenient, and time-saving. That avoids stress for everyone.
- Recognize that current features – access to gift guides, care guidelines, any special shipping, gift wrap, etc., are all valued by registry users, so build upon them.
- Checklists, product recommendations, etc., help registrants curate their lists.
- Visibility and easy access to registry/gift lists help gift givers.
- And, don’t forget to take advantage of our marketing programs that add more brand exposure and product visibility.
No matter what business you are in/what products you sell, there are possibilities for you to drive lots of activity…and see lots of sales come your way. We are here to discuss all of this and share ideas that are relevant to you. Contact us at marketingguru@myregistry.com. Be in touch so we can help you take advantage of your registry opportunities.
