It’s hard to believe, but the holidays are just around the corner. First Halloween will hit us, and then in the blink of an eye, chestnuts will be roasting on a open fire. If I learned anything from my mother, it’s that early holiday preparation is key. She started her holiday preparation in August and was finished by September’s end, and when everyone else was running around like a maniac, she was sipping wine by the fire, relaxed as could be. So in honor of my mom, I’d like to start stoking the holiday fires today. August is here and the time is right to cash in on those highly coveted fourth quarter sales.
HALLOWEEN STAT:
In 2008, the U.S. Census estimated the potential number of trick-or-treaters between the ages of 5 and 13 at 36 million.
DISTRIBUTOR TRANSLATION:
There are 36 million sales opportunities for safety flashlights, reflective products and promotional pumpkins in every shape, size and form. This doesn’t include parents, young-at-heart Halloween partygoers and those crazy folks who decorate their office cubes every year, representing at least another (undocumented) 36 million sales opportunities.
INDUSTRY EXPERT:
“The Halloween season is a reason for people to buy things: costumes, treat bags, candy, Halloween decorations, party favors, fun handouts … these are all things they could be getting from the promotional products industry. If you are handing something out for free, you may as well put your name on it so people remember you. Distributors need to tell their customers this. They need to get excited about Halloween, it is a great opportunity to sell!”
—Jaclyn Hurd, associate marketing manager, Fey Line
HALLOWEEN STAT:
In 2008, Americans consumed about 23.8 pounds of candy per capita.
DISTRIBUTOR TRANSLATION:
All of those trick-or-treaters are going to need candy and colorful treat bags to collect the hot goods. Why not put a logo on both the candy and the bag?
INDUSTRY EXPERT:
“Everyone likes food, and the product is very flexible and uses all of the senses—the impact can be highly targeted and can be unforgettable.”
—Mike Shulkin, president, A La Carte
THANKSGIVING STAT:
Hallmark Corporate reported that the U.S. greeting card industry would sell an estimated 27 million Thanksgiving cards in 2010.
DISTRIBUTOR TRANSLATION:
It is not just the private sector sending Thanksgiving greetings, but businesses as well. Corporations are the key to tapping into this 27-million-strong market.
INDUSTRY EXPERT:
“Thanksgiving cards have become more popular. A Thanksgiving card is a universally accepted greeting. It stands out and is remembered since it is received before the holiday rush.”
—Rosi Back, promotions specialist, Carlson Craft
DECEMBER HOLIDAY STAT:
Hallmark Corporate reports even stronger sales for December. The winter holiday season, which includes Hanukkah, Christmas, Kwanzaa and New Year’s Eve, will see 1.8 billion cards sold—both boxed and individually.
DISTRIBUTOR TRANSLATION:
Regardless of economic unrest and uncertainty, holiday greeting cards are inexpensive for the end-buyer and profitable for the distributor. With numbers like 1.8 billion, it’s a no-brainer.
INDUSTRY EXPERT:
“For holiday cards, more colored papers are being used instead of the traditional white and ecru. Many cards are now on red, hunter, navy and even black and brown papers. Becoming more popular … are Identity Greeting cards. These cards showcase the company name on the front of the card by incorporating it in the design. This is a great way to send a holiday greeting and also as a marketing piece.”
—Rosi Back, promotions specialist, Carlson Craft
HOLIDAY SEASON STAT
When it comes to pumpkin production, the numbers grown in the U.S. are steep. The USDA reported 1.1 billion pounds of pumpkins were produced in the major pumpkin-producing states in 2008.
DISTRIBUTOR TRANSLATION:
That number equals a lot of jack-o’-lanterns and even more pumpkin pies. Capitalize on the food-centric season with napkins, knives, party plates, forks and maybe even a promotional horn of plenty. After the Thanksgiving plates are cleared there will still be a lot of dining and parties through New Year’s, so make sure to upsell your clients on enough product to last through the rest of the season.
INDUSTRY EXPERT:
“There is no better time to show customer appreciation than the fourth quarter, when people’s thoughts turn to year-end celebrations and recognition. Most companies have allocated funds in their budgets for employee recognition and customer appreciation. Items that can be used in conjunction with an event, like the Evans Party Plate, have proven to be big hits.”
—Shelley Sake, vice president of marketing, Evans Manufacturing
