Season Generously

By Clare Norris, Account Director, Supafrank

The seasonal calendar brings with it days of celebration (and silliness). We believe, this year it will be especially important to embrace the fun of it. Choosing a present for someone you love might now be more joyous and important than ever. As a business you can tap into these moments of celebration. And if your business can help make seasonal events special, your customers will repay you.

‘Businesses that are closest to the customer – and have a deep understanding of their changing priorities and spending abilities – will be able to create the most robust responses to this ongoing economic uncertainty.’

Source: Elliott Goldstein of the MBS group

We believe that independent businesses have an advantage here! So many of our clients have direct customer contact, relationships they have built with their customers over the years and a ‘deep understanding’ of what their customers want.

Timing is everything

The classical seasonal pattern for the UK is:

  • Veganuary / Dry January
  • Valentine’s Day
  • Pancake Day
  • International Women's Day
  • Mother’s Day
  • Easter and spring
  • Father’s Day
  • Teacher thank you gifts
  • Halloween
  • Fireworks
  • Black Friday / Cyber Monday
  • Christmas

Look out for anything that brings communities together including sporting, arts and charity events. Your business taking part can help to build solidarity and awareness.

There is a lot to celebrate in the UK - Surely National Napping Day or National Lipstick Day deserves a mention? See a full list here: https://www.calendarr.com/united-kingdom/observances-2023/

There are social media hash tags that you can use to widen your audience to enthusiasts. Check out #nationalnappingday on Instagram.

Above and beyond

Even when working with traditions, there are ways to ditch the bland. How could your business create something different for your customers’ loved ones around these events?

In January we worked with Philosophy at Work on their new years gift of ‘Thinking Socks’. And Valentine’s Day doesn’t have to be roses; award-winning butcher Lishman’s celebrates it with a special pork pie embellished with a heart. Think outside the box.

There’s more opportunity than first meets the eye

Whilst your customers are coming to you, make the most of the opportunity to grow your brand. Meaningful branding and messaging talks to the heart of your customers, long after they’ve made their purchase. Inviting and inspirational shop window displays draw customers into your space. Beautifully presented stores and well considered offers and bundles inspire customers to fill up their baskets while keeping hold of their budgets.

Have a look at our Well-Seasoned: In Store Pinterest board for inspiration >>

Bring events to life in store

The entrance is the first scene in the brand story. Create an event zone at the front of your store that changes seasonally and allows you to refresh the look of your shop whilst showcasing different products. If you can bring a bit of the magic of the season to your space, you’ll inspire those quick and easy impulse purchases. Your shop will become integral to your customers’ experience of a special event, building that community between brand and shopper.

5 ways to add value to your event zone

  • Find display fixtures that tells your brand story. For example, farm shops might use vintage apple crates, whilst progressive brands might consider conceptual, on-trend alternatives and heritage brands might look for original 50’s shop fittings. As Paul Smith says ‘You can find inspiration in everything’
  • Create a pyramid shape with the equipment and product in your event space. Acrylic blocks / books can help to add height where you need it. Hanging features will add interest.
  • Stay true to your brand’s aesthetic. If you’re a minimal clean brand then you will want a more minimal feel rather than an abundance of product.
  • Mix different types of product following a colour palette and theme. You want this to look coordinated, so buy specifically for these events and plan the design for a better end result.
  • Use engaging signage with language and graphics that fit your brand, in a colour palette that coordinates with your product display.

Have a look at our Well-Seasoned: In Store Pinterest board for inspiration >>

Do you need help making the most of your seasonal space? We design and develop creative environments that epitomise your brand. Contact us here

Create a compelling campaign:

A good campaign starts with the product. How can your offering be the most relevant and helpful to your customers this year? What is the mood of the nation? What are we looking for? Nailing the product and packaging, as well as the pricing, will make the rest a piece of cake.

  • Create engaging and helpful content for your website, catalogues, newsletter and social. Draw in the seasonal angle. It’s important to tell the same story everywhere – in store, in print, and online.
  • Find the human angle. These commercial holidays can be saccharin but there’s often something really relevant at the core. Bonfire night is more about adding fun to dreary winter evenings than Guy Fawkes, and Mother’s Day is an opportunity to show appreciation and love.
  • Try to be different. It’s not enough to be beautiful. In this crowded digital world, you need to stand for something to stand out and be useful for your customers.
  • Adding exclusive offers and a newsletter subscription creates a loyal customer base.
  • Getting the hashtags right can add up to 3.5 times the visibility to your posts.
  • Can you build a relationship with influencers and find people who will be ambassadors for your product?
  • Increase your reach. Collaborate with other businesses, your supplier network, illustrators, writers, specialists and mentors, and share customer lists.
  • Remember there is still a place for print – it’s a great opportunity for slower browsing and engagement.

Have a look at our Well-Seasoned: Digi Pinterest board for inspiration >>

We offer all aspects of seasonal campaigns: In store merchandising, product and packaging, signage, website promotions, social and photography and newsletters.

Book us for a planning session to make the most of the seasons. 0.5 day slots are available from £400.