TALKING TRENDS

TRENDS

Learn the latest trends on the market from Sarah Ward, chief executive of The Giftware Association

Being the head of a trade association for our industry over the last few years has certainly been very interesting. Navigating our way through seismic events like Brexit, the pandemic, trade show cancellations, the recent shipping crisis and the eventual rising costs associated with the forementioned events.

Being at the forefront of our industry has proved just how resilient and creative the gift and homeware world is. We have seen businesses pivot to digital, non-technical members are creating consumer-facing websites to bypass closed high streets and we have also seen the rise of digital marketplaces fast forwarded by the need to reach customers through different and exciting channels. It’s been great to see these changes and trends emerge and for gifts to be at the forefront of our nation and as important as ever.

As things return to normal, trade shows are opening their doors again, and we ha e isited ore than in the rst few months of this year alone. It’s so good to be back speaking to people face to face, but also to get insight into what they are doing and the changes they have made.

Here are some of the trends that we have seen so far across our industry.

It’s been great to see these changes and trends emerge right in front of our eyes and for gifts to be at the forefront of our nation

1. Sustainability

We know, we know – it’s not a trend, it’s here to stay. But it is more relevant and noticeable than ever. One of our compass points for e er in eha iours is our ift of the Year competition. We added the ethical and sustainable category a few years ago and it has fast become one of our largest categories and continues to grow fast. The ethical and sustainable element is not just limited to this category either as sustainability spills across the whole competition as more companies change processes to become more eco-friendly. We are currently highlighting these companies through our own campaign which showcases the changes these companies have made for the better of the environment and a happier future, featuring companies large and small; as the goal is a non-compete it’s great to share, and learn from businesses who have made those initial steps. We have also partnered with the Products of Change association to help your businesses take the rst steps to e ore sustaina le.

2. Convenience

An important consumer trend that we have noticed in the past 24 months is convenience. As businesses are offering the full omnichannel shopping experience, consumers are more likely to use your business based on the choice you offer and how convenient it is for them. Think of multiple ways to pay including part payment options (Klarna, PayPal), free shipping and returns and Click and Collect options. A recent study by Kantar revealed that 66% of consumers choose retailers based on convenience and services offered compared to 47% whose priorities were pricing and value. If you can’t offer these to your end consumer, then you will overtaken by your competition.

3. Social media

Social media has always been massive, but as the world goes digital it has become increasingly evident that businesses need to be on this channel to reach new audiences. One thing the pandemic taught us is that businesses need to move fast and evolve quickly when needed. Many brands took to social media like a utterfl y and found new audiences and in turn social media developed new ways of reaching customers such as increased ads and longer reels to showcase products. It is also great way to reach new audiences with stats suggesting that youn er enerations acti ely use it to nd gifts, and this is only going to increase with new generations that are native to new and upcoming apps – tying into the all-important omnichannel offering.

o nd out ore a out he iftware Association and join as one of our members, please get in touch with us at enquiries@ga-uk.org ◗