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“Stack them high and watch them fly” is the general motto when it comes to merchandising holiday gift sets. Consumers love them, retailers demand them, and brands (if they tell the truth) loathe them. Let’s face it—for consumers, gift-giving is all about looking like you spent more then you did, and of course, finding the perfect gift. For most retailers it’s make-or-break time; the holiday season either has them seeing red or black for the year. The National Retail Federation reports over a quarter of all US retail revenue in 2015 was recorded over the holiday shopping season. Brands need to show up with great-looking packaging and offer incredible value to compete, but the cost of goods on gift sets are a margin killer.

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