In 2020, holiday shopping accounted for 19.5% of total annual retail income. With Christmas just around the corner, it’s time to ramp up your holiday marketing to take advantage of the increased spending at this time of year. From offering promotions and discounts to launching holiday-themed campaigns and imagery, anything you can do to create an effective holiday product display will increase your sales and boost revenue for the year.
Even if you think it’s too late to invest in holiday endcap displays, consider this — more than 79% of shoppers waited until mid-December to do their Christmas shopping last year. It’s never too late to start designing your custom product display for the holidays. Just remember these do’s and don’ts when creating your custom endcap display design.
Do: Design Your Display for Social Media
Social media is many shoppers’ primary source for finding new products to purchase in today’s day and age. According to McKinsey’s 2021 holiday shopping survey, 58% of respondents’ holiday purchasing decisions have been influenced by social media. For Gen Z specifically, that statistic is even stronger, with 87% deriving holiday shopping inspiration from various social platforms. Word of mouth has once again become one of the most effective marketing tools thanks to virality and social media, so a powerful custom POP display should be designed with social media sharing in mind. Is your display colorful? Is it creative? Is it so shocking or amazing or awe-inspiring that it’s worth tweeting about or posting on TikTok? To give your custom POP display the best chance of success, optimize it for social media sharing as much as possible.
Don’t: Do Too Much at Once
There’s a fine line between experiential shopping and sensory overload. Although you want to leave the customer awestruck, you don’t want them overwhelmed. Give your endcap display design a clear theme: snowmen, Santa Claus, or a cozy log cabin. There are many holiday motifs available to you, but it’s crucial that you choose one and stick with it. Trying to do too many things at once on the limited space of a custom POP display could cause your message to get lost and encourage the buyer to move on to something more soothing and less confusing. Remember to have one clear and prominent call to action so the buyer knows what to do and what they want to buy: your product.
Do: Create a Sense of Urgency
One of the oldest marketing tricks in the book is to create a sense of urgency or scarcity. “Hurry: sale ends soon!” and “Only a few left!” are often the subject of marketing emails because they are effective time and time again. Humans are wired to want something they can’t have or to get in on a good deal before it’s gone. Exclusivity and rare opportunity are things that shoppers can rarely pass on, which is why they’re such effective marketing tactics during the holidays. Tap into this in your custom POP display by offering limited-time promotions or other messages that create a sense of urgency. This will increase impulse buying and help you make more sales during a critical time of year.
Don’t: Create a One-Dimensional Display
Throughout multiple studies, it’s been proven that shoppers enjoy experiential shopping — especially the $200 billion Millennial consumer market. To stand out from competitors, create a unique shopping experience by utilizing custom display shapes that intrigue buyers. More creative shapes and design elements, especially ones that encourage some type of engagement or interactivity, will interest buyers and help them stick around your products. Avoiding a dull, one-dimensional display and going the extra mile with an out-of-the-box custom POP display will help you jump out in stores and earn additional sales this holiday season.
To get started building your custom POP display for the holiday season, check out Build A Box’s online design tool. You can also give us a call at (888) 406-1610 or fill out our online contact form to speak with one of our design experts and receive personalized assistance. We’re always happy to answer any of your questions and provide a free quote for a range of quantities. No minimum order quantity is required!