As it is only one sleep to Christmas, we find ourselves pondering the allure of Christmas-specific packaging.
A thought-provoking Seattle Times article has suggested seasonal bags are “mini billboards”.
Consumer psychologist Kit Yarrow says, “Sometimes the bags are more expensive than what's in the bag, but hopefully that person will continue to use it — their lunch goes in, sweater, extra shoes. The bag is not just a billboard, it's an endorsement. If someone you think is cool is carrying the bag, then you think that store is cool.”
Many luxury houses, such as Chanel and Prada, have Christmas-specific packaging, boxes, wrapping, ribbon and sometimes trinkets for animation, which differs from the usual packaging (that is generally beautiful). We believe this adds an additional element to the touch point with the consumer. It becomes a 'limited edition' of sorts, simply due to the packaging. The packaging becomes coveted, which is a Christmas bonus.