Whether you’re ‘ho, ho’ – or more ‘oh, no!’ – it will soon be that most wonderful time of the year once again
Although it seems that summer is barely over, like it or not, the festive season is drawing closer. This presents some unique opportunities for dealers to sell to their customers and to capitalise on the biggest trends for this Christmas period – but what’s hot, and what’s not, in the industry right now?
Trending palettes for Christmas
Looking at the broader spectrum, Christmasworld commissioned a study by style bureau Bora.Herke.Palmisano identifying the key influences shaping Christmas 2022. They identified three major worldwide trends:
Hearted+minimal – a trend that is defined by neutral colours and mindful choices. Nature inspires this trend, whether it’s ribbons made from organic cotton, or natural textures such as mushrooms, coconut coir and sponges.
Mystic+originate – brings glamour to the table with golds, silvers and warm, earthy colours. It plays on patterns and materials that could have come from nature. Smell plays a part in this trend too – scented paper anyone?
Local+vital – as the final trend from Christmasworld, this adds pops of colour to the traditional Christmas palette. Taking traditional motifs, shapes and icons and giving them a dynamic twist is what this is all about. Think Scandi Christmas with an ‘80s vibe.
Whatever it is that inspires, there can be business benefits earned through thoughtful use of colour. Take the humble envelope, for example. Studies show that a coloured envelope is nine times more likely to be opened than a plain white one, and there are plenty of colours to play with this Christmas.
India Broad, marketing manager for Blake Envelopes, has been exploring the trends her company sees emerging this Christmas. She says that – while traditional red, green and gold aren’t going anywhere soon – there is an opportunity to be a little more playful with palettes. “There are some other colours that will be trending this year. According to a report by Stylus, quirky pinks and bright blues will be a visual interest, ramping up the celebratory mood. Holographic textures will also be injecting a magical illumination into all things festive this season too. From holographic envelopes to wrapping paper, these textures will add a trending Christmas touch.”
Catering to the flexible working crowd
More workers are back in the office and keen to reconnect with their colleagues. This will only become more important as the festive season approaches, and already employers are looking to tailor their office spaces to accommodate this trend. “We’re seeing a lot of office refurb at the moment – but with hybrid in mind,” Elisabete Wells, regional marketing manager for ACCO, told us. “Employers are still looking to create hybrid-friendly spaces that prioritise collaboration and maximise efficiency.”
This presents an opportunity for resellers to source products that cater to this need. From investing in open layout furniture to automating tedious processes, workplaces today are all about putting the employees first. “As we head towards the end of the financial year, for many, budgets will be allocated towards equipping the new, hybrid-friendly, office with the right tools, therefore creating an excellent opportunity for resellers,” says Elisabete.
Sustainability should be factored in
Adding to the mix of influences this Christmas is the ever-present sustainability agenda. We’ve seen some incredible advances in sustainable packaging, recycled goods and ethically-sourced materials, and Christmas is a great opportunity to show what can be done. India Broad believes that sustainability will be a key trend for this Christmas. “This festive season sustainable packaging is going to be a major factor for consumers when they are making a purchasing decision, as people are becoming more aware of single-use plastics and synthetic fibres.”
Consumers are increasing in eco-consciousness by the day; in a TwoSides study, most customers said they would choose cardboard and paper over plastic packaging, while 42% said they would actively avoid a retailer if they thought they weren’t doing enough on waste reduction.
This alignment of ethics and purchasing decisions is already filtering through to the supply chain. Elisabete confirmed that ACCO is seeing strong demand for sustainable products.“At ACCO we are seeing double digit growth on desktop and filing products like Leitz Recycle as there is increasing interest from the resellers, and increased demand from the consumers, for products with sustainability credentials. It’s likely that this demand will only grow as customers begin to align their spending and consumption habits with their sustainability values.”
Coping with supply chain challenges
If there’s a 2022 trend dealers could do without this Christmas, it’s the difficulties with supply chains. From the cardboard box shortage to backlogs in shipping, coping with less-than-optimal stability is going to be critical during this busy period. There are some things you can do to mitigate the effects, however.
Boost the trust factor: you can’t fix a problem if you don’t know it exists. Foster a culture of transparency within your supply chain so that you can rapidly identify any bottlenecks before they become an issue.
Have a plan B: identify other sources of supply for your most in-demand products. Negotiate ahead of time with suppliers from different regions so that you have a fallback plan if something goes wrong.
Know your market: use the data you have from previous Christmases to predict what your best-sellers will be, helping you optimise your inventory.
Collaborate for success: working in partnership and collaborating with other suppliers can help you react more quickly to changes in supply and demand.
Thankfully, supply chain problems do appear to be easing – ports are in a better shape and the cost of freight has dropped significantly – from a high of $20,000 per container in 2021 to around $4,000 today – but suppliers are still hedging their bets, and many will have ordered much of their Christmas inventory for this year already.
The message is clear – prepare now to avoid unexpected hiccups.
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