LAS VEGAS – Alaina Kaz of the Everygirl, an online resource and lifestyle publication for “the career-driven woman,” kicked off Las Vegas Market with a review of her content and a special behind-the-scenes look at what it takes to put it all together.
Of special note is how Kaz broke down how her editors style a product page for their popular holiday gift guides, pointing out the five key components that the products on the page must possess. Retailers looking to build a successful in-store display or online gift guide can take a cue from the influencer and create cross-merchandised displays with the same characteristics. Doing so will ensure they appeal to a variety of shoppers and encourage a sale — or two.
1. Big-ticket items
The first component that retailers should include in their cross-merchandised display is a big-ticket item, Kaz says. A big-ticket item helps to draw immediate attention and can include items, such as:
- A high price-point item
- A product that is larger in size and that most customers aren’t purchasing on a whim
- High-end skincare
- Luxury leather products or luggage
- Cashmere or silk apparel and accessories
- Eye-catching or expensive jewelry
- Large kid items, like ride-on toys or expensive toy sets
2. Personalized products
Secondly, a top-performing display should include personalized items. Consumers have been seeking more custom gifts and personalized products post-pandemic as a way to both express themselves and buy something that feels unique. Especially as customers are being more cautious with their dollars, personalized gifts feel like a more special and worthy purchase, whether for themselves or a loved one. Great personalized items to include in a display include anything that can be monogrammed, products that feature a custom drawing or depiction of a local element like a landmark or state outline, sports team/collegiate gifts, and gifts that depict a birth month, birth flower or zodiac sign.
3. Universally loved goods
Once your display has a big-ticket item and a few personalized items so that it feels tailored, fill it in with products that are more universally loved, like candles, blankets or tech items. “These are less personal items,” Kaz said, pointing out that they make for good general gifts for customers who don’t know exactly what they’re looking for, either for themself or for the recipient. It’s also where the retailers’ suggestions and curation will shine because they can ensure the buyer that these are the best candles or blankets or to buy.
4. Quirky attention-grabbers
To add a “wow” factor to your display, include fun and quirky items or products that follow a more of-the-moment trend. Kitschy items make for great impulse purchases because they catch the shopper off guard. They also often make the buyer laugh or feel something that they want to share with others.
5. Good price points
Finally, your display should include items with a good price point — one that the average customer doesn’t have to think twice about buying. Kaz says this price point usually hovers around $20-$40 retail. “It makes them feel like they don’t have to wait for a discount code or a sale,” Kaz said. “And if these items are paired with one of the other [attributes], it’s a winner!”
Groupings matter
When curating a selection of products, whether for an in-store display, or an online guide, Kaz reminds retailers that “groupings matter.” “In a big roundup, you want to put products next to each other that ‘go together,’ the slippers are next to the PJs and the cutting board is next to the table stuff.” This is especially true for online spreads since the digital experience should mimic how a customer would walk through a store.
“Items are strategically placed so that they complete, rather than compete.” — Alaina Kaz of the Everygirl
“The reason our guides were so successful 10 years ago and still are is because they were so visually appealing,” Kaz said. “They were and are beautiful to look through. Items are strategically placed so that they complete, rather than compete.” Kaz also pointed out that curating a good grouping of products also helped to encourage sales. “You didn’t want just one thing, you wanted multiple things to fully capture [the vibe].”
Kaz reiterated the importance of having an underlying theme or vibe to a display, reminding retailers that they’re ultimately creating “a scene, a moment, an experience, a feeling,” that customers want to buy, not just the products. You can also “take the guesswork out of it,” and package like-items together as gift sets for shoppers.
Gift trends for 2024 holidays
What will customers be shopping for this holiday season? Kaz says that gifts that feel personal for the unique recipient, or better yet, gifts that can be personalized for a recipient will be top of mind for consumers. As shoppers look for gifts that feel special and reflect the recipient’s personality, products that aid in self-expression will do well. Gifts that offer relief from stress or help shoppers focus on their mental and physical wellness will also continue to be popular, as will anything that makes their life easier. Think of gifts that offer creative solutions. Finally, sustainable products and gifts with charitable backstories or that give back to worthy environmental causes will stand out to customers looking for something special and with more meaning.
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