Harrisburg, Pa. - D&H
Distributing is reminding retailers to emphasize sales around events all year
round, such as Valentine's Day, Mother's Day, St. Patrick's Day and more
through creative displays and product bundles.
Strategies as simple
as clustering together devices in pink and red for Valentine's Day, such as
digital cameras, MP3 players and accessories, may help put ideas into
consumers' heads. Similarly, a bundle
consisting of a powder-pink Canon PowerShot camera, a keychain-sized Coby
digital frame, Joby Gorillapod camera stand and Creative mesh case in matching
hues, presented with a sampler box of chocolate, might motivate gift purchases,
and accessories are available in schemes ranging from jewel tones to designer
art to sequined plaid, making it easy to create customized displays for Mardi
Gras, Mother's Day, Father's Day and other celebrations that have kept stores
like Hallmark in the pink for decades.
For example, to
inspire parents to shop electronics for Easter, retailers might display
basket-sized, youth-oriented gadgets in pastel or candy colors, such as digital
media players, ear phones, cellphones, gaming accessories or skins. A search on www.dandh.com
for the color "red" brings up more than
1,200 products alone, ranging from computer bags and e-reader cases, to kitchen
appliances, to input devices, to iPod accessories.
Appealing to women,
both as recipients and as purchasers, can aid this approach. Beyond their serving as obvious targets for
Valentine's Day and Mother's Day presents, research shows that women have a major influence over purchasing decisions for
consumer technologies within the household, the distributor suggested.
Women spend as much as $125
billion on CE per year and hold sway over more than 50 percent of the buying
power, according to one CEA study -- and this authority likely extends to year-round
holiday gift buying.
Female Baby Boomers in
particular, born between 1946 and 1964, are coming into an era of increased
affluence, statistically having accumulated wealth through savings or even
inheritance. Such trends may contribute
to the new popularity of CE-based "purse purchases," or electronic devices that
are small enough to easily slip into a handbag.
Such strategies can play into the retailer's marketing efforts.
"With a little imaginative
brainstorming, retailers can plant seeds for the consumer, getting them to think
in terms of CE gifts for holidays well beyond Black Friday," said Mary
Campbell, marketing VP at D&H Distributing.
"This approach can generate incremental revenues on a monthly
basis. It's not beyond possibility to
envision technology becoming a part of the gift giving tradition for a whole
list of events, from romantic holidays to family-based ones."