The Price is Right

Raising the perceived value on your holiday gifts just got easier

Make the season bright: Knife blocks, wine sets with glasses, spa kits and gift baskets are but a few choices that can offer big impact without a big budget.

Food for Fun

It's difficult to do an article on holiday and seasonal items without bringing food gifts into the mix. However, aside from meeting a biological need and the good vibes associated with eating, these items have become a more cost-effective option without sacrificing impact, according to Rebecca Seltzer, marketing director at Mid-Nite Snax in Mineola, N.Y. "We are finding more and more that our customers are ordering gifts for an entire office or family, rather than individual gifts," she explained. With this giving strategy, choosing items with high perceived value is a cinch, because clients can upgrade their gift choices to reach a group of people, as opposed to being stretched too thin to cover everyone. "The towers and boxes might have a higher cost-per-item, but they can be shared among a crowd," Seltzer added.

What's more, the towers and boxes she mentioned add up in terms of presentation points. Since the gift collections from Mix-Nite Snax come in elegant boxes with coordinating bows, they become promotions that appeal to multiple senses, said Seltzer. And for end-buyers, convenience is always an attractive bonus. "Although we do sell a lot of popcorn and snack tins during the holiday season, our customers enjoy the gift towers and boxes because they arrive already assembled," she affirmed.

Make the season bright: Cookies and the sweet stuff have universal and perennial appeal. To get more creative with food, however, suggest a meat delivery, a hot-beverage collection or a bottle of wine with an imprinted label.

Affordable Luxury

Packaging also plays a significant role in upping the perceived value for Richmond, British Columbia-based Kanata Blanket. The company offers a wide range of containers for its blanket selection, including wooden and keepsake boxes as well as organza bags. "Packaging is a key component," said Bryson Rochelle, U.S. sales manager. "By going that extra mile to give a blanket with some sort of packaging such as a box, basket or bag, you are creating a lasting impression on the recipient."

Most importantly, however, it's the leveraging of the luxury item's allure that can most amp up the value of holiday promotions. And if you're balking already at the notion of a luxury item, consider this: "It's also important to remember that luxury does not mean expensive; we have many blankets that can fit a $20 to $25 price point," he explained. By keeping minimums low (perhaps suggest a luxury item only for top clients or high-level executives), these items can become practical holiday promotions for a variety of budgets.

Make the season bright: Though many luxury items can blow a budget fairly quickly, there are still options here. Items such as pen sets, mini MP3 players or even a leather business-card holder can suggest luxury without breaking the bank. Remember, it's all in the details.

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