When it comes to sales, it’s more important than ever to stand out during the holiday shopping season—but that doesn’t mean it’s easy. And while it’s too late to adjust your packaging or products for the busiest shopping time of the year, there are still a few marketing tools and tricks you can implement to take advantage of the hustle and bustle of holiday gifting. Here are our top five tips for holiday marketing success.  

Marketing Tip 1: Leverage LocalDon’t get us wrong—we know the power of getting your brand into the big box stores, especially during the holiday season, but more than ever before, customers are looking to support locally owned businesses and boutiques to find unique products near them. You can take advantage of this growing shopping trend by partnering with smaller, independently owned boutiques to bring your products closer to customers around the country.  

Marketing Tip 2: Don’t Forget About DigitalWhile customers are trying to shop locally more and more, the majority of gift purchases—both for holiday and year round—are made online. But it’s not enough just to be online, it’s essential to make your brand experience different. A great way to do this is by personalizing both the online shopping experience and the gift experience—like including handwritten holiday notes, or offering the option to customize your gift packages, like Charlotte Tilbury’s Build Your Own Beauty Kits. 

Marketing Tip 3: Get a Little UnexpectedGuessing what’s underneath the wrapping paper is one of the most fun parts of holiday gifting—and you can add a novelty element by creating packages that are a little untraditional. Think: Cones instead of boxes, or packaging that bucks the industry norm, like Touchland’s Hand Sanitizer Mist. You can even incorporate bold colors or limited-edition marketing collectibles as in-store bonuses for holiday shopping. 

Marketing Tip 4: Incorporate a Feel-Good Element Did you know 65% of consumers are looking to celebrate the season in a more sustainable way? The holidays are notorious for increasing waste, but your brand can contribute to a new path forward by highlighting your cleanest gift options—and offering packaging that doubles as gift wrap, or cleaner, compostable gift wrap options for those who choose to shop in-person. 

Marketing Tip 5: Get Collaborative If the time to update your packaging and gift wrap has come and gone, and you’re still looking for a way to get that extra holiday marketing boost, a collab could be just the thing. Beauty is brimming with cross-industry collaborations when it comes to product offerings (think Olive & June Nail Polish x Beats by Dre coordinated nail polish and headphones), but they can be just as effective for marketing as well. Brainstorm approachable brands and influencers in your industry to help bring your brand that extra push of promotional power for the holidays. In conclusion, product formulation and packaging are just one piece of your overall sales strategy—and there’s still time to leverage the power of marketing to power up your sales over the next couple of months. If you need a hand thinking strategically about your products and brand, don’t hesitate to reach out. We’re always ready to help.

Olive & June Nail Polish x Beats by Dre Image from Refinery29