For the final post of this series, we examine “The Gift Givers,” the third and final group of Halloween shoppers who may be left in the lurch with the anticipated shortage of Halloween candy. Even if Halloween isn’t normally a big holiday for your business, consider how to capture sales by seizing the opportunity to meeting the unique needs of Halloween shoppers. Missed the first two posts? Click the following links to read about Shopper #1: “The Trick-or-Treat Treater” and Shopper #2: “The Party Shopper.”
The Gift Giver
Like
many retail confectioners, this shopper is likely very familiar to you. If you
cater to the Gift Giver for other holidays, you already know ways to appeal to
this shopper. Just like you would for Christmas and Easter, for example, consider
your customers’ needs for ready-to-gift options that play to this specific holiday. This
may include pre-wrapped gift boxes, Halloween-themed containers or even the addition of a clever
gift tag or Halloween card.
Capitalize on local as your competitive advantage. Shoppers may be able to order unique Halloween gifts from anywhere online with the click of a button. By shopping local, gift givers (even last-minute ones) can get thoughtful gifts immediately from your local retail shop. They don’t have to worry about shipping delays or fees if they buy Halloween gifts from your store.
How to Reach The Gift Giver
Even the spookiest or frightfully cute Halloween gifts won’t go anywhere if consumers don’t know about them. With recent news from Hershey’s announcing they will not be able to fully meet consumer demand for Halloween candy already capturing media attention, consider appealing to your local media as the sweet fix for Halloween gifts in your community.
Submitting a press release to your local media is a great way to create awareness of both your products and your brand, as well as how your business can serve their audience. Lucky for you, your business likely checks a lot of the boxes that media professionals look for in a news-worthy story.
Leverage the visual appeal of your products (more specifically for television media) by making photos and videos of your Halloween offerings easily accessible. If emailing a press release, include a direct link to Halloween-related product photos on your website or a social media post instead of including photo attachments. Large attachments could bog down the recipient’s email inbox or could be avoided altogether if you are not already a trusted source.
People like “home grown” news more than news from far-reachin communities or regions. Make sure to communicate if your products are made locally by artisans/candy makers/chocolatiers in your community. A well-written press release can offer more return than even some paid advertisements. For tips on writing newsworthy press releases, click the following link to view RCI’s blog post: 5 Mistakes You Could Be Making When Writing a Press Release.
When opportunity knocks this Halloween, whether in the form of “Trick or Treat Treaters,” “Party Shoppers” or “Gift Givers,” we hope this series helps your business capture new sales and establish new relationships with consumers that continue to benefit your business long after the holiday.
Here’s
wishing you a spooky sweet Halloween!
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