As Easter fast approaches, we see brands taking centre stage with standout seasonal packaging solutions. 7 in 10 UK consumers purchased gifts for Easter in 2024 (Finder), and, as well as Easter, the year ahead is packed with seasonal opportunities for forward-thinking brands to capitalise on calendar events as a key driver of sales and growth.
Seasonal packaging plays a fundamental role in helping products stand out on shelves in physical retail environments, on screens for eCommerce brands and across social media, where it enhances brand presence, occupies valuable visual space and drives awareness. In fact, 76% of consumers have purchased a product they saw in a brand’s social media post (Retail Touch Points), highlighting the impact of standout packaging in the digital space. Whether embracing Easter, marking a summer of sport or highlighting a fun occasion like National Pet Day, seasonal packaging boosts brand recognition, creates memorable unboxing moments, and opens up valuable opportunities to attract new customers drawn to fun and fresh brand experiences.
With consumers increasingly drawn to limited-edition designs and one-off shopping experiences – 18% of consumers purchase limited-edition items specifically to collect them (Packaging Digest) – seasonal packaging is more than just about aesthetics; it’s a powerful way to capture attention, drive engagement and raise brand awareness.
So, it’s easy to see how seasonal packaging plays such a pivotal role in brand visibility and customer engagement, offering unique creative branding and design opportunities.
The power of seasonal packaging
Seasonal packaging, such as custom Easter gift boxes and other branded Easter packaging, is more than a nod to a special event or occasion. It’s a way to connect with customers, boost brand recognition and provide an engaging unboxing experience. The right seasonal packaging doesn’t just catch the eye; it creates excitement, making customers feel more connected to brands that embrace the spirit of the season and who have the environment at their core with sustainable solutions.
For example, luxury packaging appeals to consumers by creating a sense of exclusivity and sophistication. Combined with seasonal touches, it enhances the emotional connection by adding a festive element and a sense of rarity. With 81% of impulse buying decisions driven by packaging attractiveness (ResearchGate), ambitious brands should never underestimate the impact seasonal packaging can have.
From Easter to Halloween, Christmas to Valentine’s Day, a great unboxing experience isn’t just memorable – it’s shareable. Eye-catching packaging can amplify brands’ reach on social media, turning every unboxing into an impactful marketing opportunity. With 82% of people having been convinced to buy a product after watching a video (Wyzowl), the persuasive power of unboxing video content can’t be ignored. Custom cardboard boxes, themed designs and seasonal gift packaging all help products pop on shelves and screens with bold colours, stand-out imagery, and creative details that instantly grab attention and make for powerful unboxing content.
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Joseph Clarke
Editor, International Confectionery
Tel: +44 (0) 1622 823 920
Email: editor@in-confectionery.com
