Retailers must work harder with suppliers to create exclusive gift packs for customers during prime gift occasions to compete with online stores. Recent Mintel research found that 15% of consumers prefer buying gifts on the internet, such as from Lastminute.com, which says gift packages account for 25% of sales in the ‘gifts for girls’ sector.
Gift packs are a key extra revenue stream for major brands such as Unilever, which launched a comprehensive range of Christmas gift packs across its Dove, Lynx, Lux, Sure, Impulse and Sunsilk brands. Available from October 2005, the range benefited from a total marketing investment of more than £60m across these brands for the year.
Unilever believes gift ranges should be displayed prominently, as many are purchases made on impulse. Adam Briggs, UK Home and Personal Care gifting business team leader, says: “The range should include a range of prices to appeal to all the different types of consumer.”