Seasonal packaging: Everything you need to know

 

As Easter fast approaches, we see brands taking centre stage with standout seasonal packaging solutions. 7 in 10 UK consumers purchased gifts for Easter in 2024 (Finder), and, as well as Easter, the year ahead is packed with seasonal opportunities for forward-thinking brands to capitalise on calendar events as a key driver of sales and growth.

Seasonal packaging plays a fundamental role in helping products stand out on shelves in physical retail environments, on screens for eCommerce brands and across social media, where it enhances brand presence, occupies valuable visual space and drives awareness.

 

In fact, 76% of consumers have purchased a product they saw in a brand’s social media post (Retail Touch Points), highlighting the impact of standout packaging in the digital space. Whether embracing Easter, marking a summer of sport or highlighting a fun occasion like National Pet Day, seasonal packaging boosts brand recognition, creates memorable unboxing moments, and opens up valuable opportunities to attract new customers drawn to fun and fresh brand experiences.

With consumers increasingly drawn to limited-edition designs and one-off shopping experiences - 18% of consumers purchase limited-edition items specifically to collect them (Packaging Digest) - seasonal packaging is more than just about aesthetics; it’s a powerful way to capture attention, drive engagement and raise brand awareness.

So, it’s easy to see how seasonal packaging plays such a pivotal role in brand visibility and customer engagement, offering unique creative branding and packaging design opportunities.

• Why is seasonal packaging so powerful for your brand?
• What makes seasonal packaging truly effective?
• How can you meet consumer expectations & stay compliant?
• Can seasonal packaging work year-round? Here’s how!
• How can we help?

Why is seasonal packaging so powerful for your brand?

Seasonal packaging, such as custom Easter gift boxes and other branded Easter packaging, is more than a nod to a special event or occasion. It’s a way to connect with customers, boost brand recognition and provide an engaging unboxing experience.

 

The right seasonal packaging doesn’t just catch the eye; it creates excitement, making customers feel more connected to brands that embrace the spirit of the season and who have the environment at their core with sustainable solutions.

For example, luxury packaging appeals to consumers by creating a sense of exclusivity and sophistication. Combined with seasonal touches, it enhances the emotional connection by adding a festive element and a sense of rarity. With 81% of impulse buying decisions driven by packaging attractiveness (ResearchGate), ambitious brands should never underestimate the impact seasonal packaging can have.

 

From Easter to Halloween, Christmas to Valentine’s Day, a great unboxing experience isn’t just memorable - it’s shareable. Eye-catching packaging can amplify brands’ reach on social media, turning every unboxing into an impactful marketing opportunity. With 82% of people having been convinced to buy a product after watching a video (Wyzowl), the persuasive power of unboxing video content can’t be ignored.

Custom cardboard boxes, themed designs and seasonal gift packaging all help products pop on shelves and screens with bold colours, stand-out imagery, and creative details that instantly grab attention and make for powerful unboxing content.

What makes seasonal packaging truly effective?

Branded seasonal packaging, such as pretty pastel-colour boxes, egg-shaped containers and spring designs for Easter, combine creativity with functionality, making a lasting impression on customers.

 

To make the most of seasonal packaging, brands can explore these key features:

• Custom branding – Seasonal designs tailored to brands add a unique, personal touch that resonates with consumers.
• Sustainable materials – With eco-conscious consumers on the rise and EPR legislation affecting UK businesses, recyclable custom cardboard packaging meets this demand.
• Transit-safe packaging – Protects products while providing a beautifully presented unboxing experience that delights customers.
• Interactive QR codes - Link to exclusive seasonal content, games, or personalised promotions, transforming packaging into an engaging brand experience.
• Versatile print options – Printing options such as digital printing and litho laminated, gives brands the flexibility and speed to utilise multiple artworks for added impact.

 

Customising packaging with the above features for seasonal events like Easter helps brands create a memorable unboxing experience, making the moment feel more personal and shareable to customers. This helps boosts loyalty and social media engagement, which can have a big impact with 55% of smartphone shoppers purchasing a product after seeing it on social media (Modern Retail).

How can you meet consumer expectations & stay compliant?

Sustainability is no longer a ‘nice to have’; it’s a consumer expectation, and sustainable seasonal packaging can help brands tick that box. Today’s consumers actively look for brands that align with their values, with 94% saying it’s a brand’s responsibility to create products that are not harmful to the earth (Deloitte Global).

 

Opting for sustainable seasonal packaging minimises environmental impact and strengthens customer loyalty among eco-conscious shoppers. Brands can continue using this year-round for sales, new product launches, and seasonal events.

There’s also increasing regulatory pressure for brands to act responsibly regarding packaging, primarily driven by The Packaging and Packaging Waste Regulation (PPWR) - which aims to ensure that all packaging is sustainable, reusable or recyclable - and Extended Producer Responsibility (EPR). EPR shifts the responsibility of packaging waste to businesses, which means they must account for the full lifecycle of their packaging materials.

Reducing the negative environmental impact of products is non-negotiable, from production to waste disposal. Using custom packaging boxes for Easter and other seasonal events, brands can stay ahead of legislation, appeal to environmentally mindful consumers, and showcase themselves as industry leaders in responsible packaging.

Can seasonal packaging work year-round? Here’s how!

Easter may be just one season, but there are plenty of opportunities year-round for brands to make an impact with seasonal packaging and drive those all-important sales. From Mother’s Day to summer promotions to Single’s Day, Black Friday and more, there’s no shortage of seasonal gift packaging solutions that can help brands rise above the noise to stand out where it matters most.

 

With 56% of consumers buying limited-edition products at least four times per year (Packaging Digest), custom cardboard boxes are a great way to make a product feel extra special and pip competitor products to the post.

How can we help?

At Smurfit Westrock, our custom cardboard boxes are designed to catch the eye and make an impact. Whether brands are thinking about next year’s Easter packaging or preparing for an upcoming seasonal promotion like a sporting event or special brand anniversary, Smurfit Westrock can bring ideas to life and help channel the proven power of seasonal packaging.

Get in touch to find out more today.