Amid predictions Black Friday will once again outperform Christmas as the biggest shopping peak, for many businesses, preparations are underway to cope with this shift in seasonal demand. Andrew Smedley, head of e-commerce and logistical packaging at Antalis, examines the growing importance of the US import and why retailers need to take stock of their packaging to ensure it is able to withstand an even earlier retail rush.
For decades, high-street retailers have devoted significant time and money preparing for the Christmas spending spree. Whether it’s million pound TV adverts or the everexpanding list of seasonal promotions and products, a great deal of resources and marketing lies behind enticing consumers to buy the ‘perfect gift’.
As online sales continue their dominance, the inevitable consequence has been the biggest shakeup of the retail calendar to date, where Black Friday has usurped Christmas as the ultimate shopping bonanza.
The transformation has been so great that in just five short years, Black Friday has radically reshaped consumer spending over the Christmas period in the UK. In 2017, UK shoppers hoping to snap up bargains, spent a record £8bn over the Black Friday weekend (24-26 November), almost double forked out during Boxing Day sales.
What’s more, with consumers now expecting round-the-clock delivery, coupled with a soaring appetite for all things personalised, a retailer’s packaging operations have never been more important. One of the best ways to optimise packaging and logistics is to start by making a few small changes. This includes reorganising the packing area to make sure there is enough packaging material that is easily accessible.
Given the substantial rise in orders online, more and more customers are now opening their purchases at home, creating a memorable unboxing experience, complete with ‘wow’ factor.
With this in mind, retailers can boost those seasonal sales by cashing in on the trend for all things personalised, utilising the expanding range of bespoke personalised packaging, which includes everything from customisable boxes, personalised greaseproof paper through to madeto- order cushioning solutions.
The growing demand for bespoke packaging recently led Antalis Packaging to open a new flagship state-of-the-art design lab at our head office in Coalville, Leicestershire. The Smart Packaging Centre essentially allows clients to bring their products and sit down with Antalis designers to create new bespoke pack designs and live samples that can be tested and modified, all in one convenient consultation.
When it comes to packaging, the old adage ‘less is more’ has never been more appropriate. With a growing number of online firms coming under fire for using huge packages to deliver small items, statistics on waste show the UK produces more than 4.7 million tonnes of paper waste every year. As such, those shoppers who view too much packaging as wasteful are now choosing brands based on their sustainability credentials, putting the onus on businesses to take ownership of their environmental footprint.
A great way to achieve this is looking at ways of cutting down on excessive wraps and void fill. Ondemand air cushioning solutions, such as the New Air I.B® Extreme H160, provide the ideal alternative to foam fill that also reduces packing times by 20%, eliminating the need to purchase moulds or special dies.
Businesses that take time to reassess their packaging not only free up valuable space and streamline processes, but can also ensure they are prepared to deal with the unparalleled increase in returns currently costing retailers up to £60bn a year.
During the seasonal holidays more and more consumers are using free delivery facilities to ‘try before they buy’, returning unwanted purchases, resulting in a soaring amount of goods being damaged or lost during returns. To combat this, retailers and logistical firms are having to ensure they can store ever more packaging so goods can be quickly repacked and restocked for resale.
As such, to make the most of the space, firms may want to consider switching to space saving solutions such as on demand cushioning, void-fill solutions as well single package packs that deduce the need for bulky void fill.
With Black Friday set to reach new heights, packing in the preparation well in advance will pay dividends. Although packaging and distribution isn’t always priority, a few small changes can really make an impact in terms of improving efficiency, so the advice for those that haven’t already – start now.
ANTALIS PACKAGING
Tel: 0370 241 1466
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