Member Article

The Gift that keeps on Giving: Britain’s Booming Industry

Gifting was once reserved for special occasions such as Birthdays and Christmas, but recently it seems that Britain’s gifting industry is booming! We are now gifting more things, more often, and brands have taken this trend to new heights, offering a range of innovative products designed exclusively to cater to the gifting crazed nation.

With the ever-growing focus on health, wellness gifting is a sector which has blossomed. We are no longer just gifting flowers and chocolate to cheer someone up or wish them well. Selection boxes or ‘care packages’ are becoming the gift of choice, particularly from online retailers who are offering more choice than ever before, with functional teas and craft coffee blends making regular appearances.

According to research by ResearchandMarkets.com, the global gift retailing market is on track to make $77 billion by 2022. The sky is the limit for brands that are releasing the most innovative and consumer friendly products into the market. At English Tea Shop, we have witnessed first-hand this increase in demand for product tailored to gifting as our sales in the area have more than doubled in the last year alone.

In order to explore the reasons behind this growth, we have put together a list of key trends that are transforming the face of gifting:

• Aesthetics on Social Media: More visually led platforms such as Instagram, have profound influence on consumer’s decision making. Products which are aesthetically pleasing perform well as consumers are increasingly buying products that are ‘Instagram-able’. As a result, we’ve seen a major shift in the design and features of products to keep the Instagram appeal.

• The rise of the Influencer: The recent boom in Instagram based advertising birthed a new age term the ‘Influencer’. This saw brands ‘gifting’ product to users with a particularly high following, in increasingly outlandish styles to ensure a spot on their profiles. This constant act of brands ‘gifting’ product in exchange for exposure added fuel to the emerging culture of random acts of gifting.

• Personalisation: From direct email marketing to adverts acknowledging the viewer, brands are going the extra mile to offer a more personal buying experience. Research from the Deloitte Consumer Review, found that one in four consumers are willing to pay more to receive a personalised product. This meant brands created new ways for consumers to personalise the gifting experience with offerings such as engravings, ‘create your own’ boxes and packages that allow consumers to choose from selected products.

• The Emerging Ethical Consumer: The sustainability agenda has placed more emphasis on the use of plastic and excess waste in packaging. As a result, we’ve seen brands face increasing pressure to create gifting packages and designs that reduce waste. This has led to craftier, more ethically sourced gifting products and bundles. The days of excessive cling film are over.

• Tailored to the Season: As people are now gifting whatever the weather, brands have tapped into seasonal trends to deliver tailored product to consumers. The cold winter weather provides perfect opportunity for brands, particularly in the hot beverage industry, to introduce products specifically for the season. This is something we have tapped into at English Tea Shop, offering speciality teas that complement each season, such as our Winter Warmer blend.

What’s Next

There’s no doubt that the gifting industry has changed tremendously over the years, but I predict that there will be even more changes and transformations as new consumer trends and technological developments arise.

A look into the crystal ball reveals that brands will have to continue to innovate, finding new ways to keep up with emerging trends in an environmentally conscious way. At English Tea Shop, we have now redesigned our selection boxes and rebranded all packaging in a bid to greatly reduce plastic and waste. Our gifting collection’s new packaging is now free from plastics and overwrapping. Tea bag sachets are inserted in a box board tray with a lid allowing us to avoid using multiple levels of packaging; inner boxes, poly wrapping of inner boxes and the plastic tray. These changes fall in line with the industry trends, whilst also setting the precedent to ensure that the brand continues to be pioneering in sustainable practice.

The gifting industry is booming, and it’s not showing signs of stopping. In order to stay ahead of the curve in an increasingly crowded market it is important to continue to innovate and offer products that are affordable and environmentally conscious, with an eye-catching design that sets you apart from the rest.

This was posted in Bdaily's Members' News section by English Tea Shop .