Key Shifts in Retail | Hands-on Gifting: from Off-the-Shelf to Personal Presents
Traditionally, time pressed holiday shoppers pay premiums to ensure products and services come ready-to-gift at the point of purchase, requiring little or no assembly, setup, or gift wrapping.
As consumer retail moves toward slowed-down shopping experiences, retailers are offering more collaborative opportunities, helping customers create unique gifts and ensuring greater product and brand engagement along the way.
Key examples:
LUSH Cosmetics hosts in-store events, teaching people how to make their own cosmetics, such as bath bombs, or festive gifts. Shoppers are asked to purchase a ‘Charity Pot’ in order to participate, with all profits going directly to a charity that is local to the host store.
Bird & Blend Tea Co. are hosting make-your-own advent calendar events, allowing shoppers to create customised advent calendars filled with a selection of their teas to gift to their loved ones.
Harrods is offering Christmas centrepiece making classes in collaboration with Jo Malone. Places are reserved for £25, which can later be redeemed against the cost of Jo Malone products.
