RANGE REVIEW: CHRISTMAS
GET THE LOOK TO ENCOURAGE THOSE CHRISTMAS “ELFIES”
According to a recent survey, 1 in 10 consumers con- fessed to choosing a venue simply based on whether the Christmas tree and decorations would be good for photos. Considering consumers upload an average of seven photos of themselves in front of Christmas trees, decorations and displays throughout the Christmas period every year, this could prove fruitful for retailers. A survey of 1,000 UK consumers carried out by e-tailer Christmas Tree World revealed that 33% said the Christmas tree is the focal point for photos when they are in bars, restaurants, pubs and shopping centres and 19% admitted they ask other people to take images of their families and friends in front of Christmas trees, decorations and displays in a venue. Meanwhile, 12% said they take selfies in front of Christmas trees and displays in leisure venues. The research also revealed the positive impact con- sumers taking selfies in front of festive decorations can have for businesses, with 21% reporting that they share the photographs with friends. Almost 1 in 5 (19%) said they will share these pictures with their social networks and beyond via social media, meaning the potential for brand exposure is massive. Christmas Tree World managing director Stephen Evans says: “It’s clear to see that consumers are keen to upload pictures to social media of them in front of
Christmas trees, decorations and displays over the fes- tive period when they are in shopping and leisure ven- ues. From taking selfies alone or with friends and family, the suitability of a venue for photos is clearly a key point of consideration for Brits.
“Businesses should see this as a real opportunity to gain more exposure and raise their brand awareness. Thanks to the photographs being shared amongst family and also on social media, this only presents an opportunity to gain exposure among their customers’ social networks. By dressing the venue with impressive decorations, [you] will be able to have a serious impact on consumers.”
He continues: “And, if they buy or receive a hedgehog house as a gift and have success with that, they know they can come back to that retailer at a time when hedgehogs are much more active and buy a feeding bowl or water bottle as well.” Wildlife World sales and marketing manager David van der Meulen explains that the winter months are a crucial time for feeding wild birds in the garden. “January and February are peak bird-feeding months. They need high-energy food in the winter,” he says. There are also perfect opportunities to offer bird boxes for sale during the festive period. David says: “People should be putting their nesting boxes out over Christmas because birds will start investigating them in January ready for the spring. Some larger birds may even be looking and move in as early as February.” Meanwhile, “there is a year-
round market for swan and duck food”, adds David Tracey, which could work to attract younger customers or small pack sizes could present themselves as a perfect stocking filler.
12 DIY WEEK 26 OCTOBER 2018
www.diyweek.net
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