Have you ever received mail and it wasn’t a bill? And you just got that happy feeling that can’t really be described? It’s like a general good-feeling and when you think of that little sweet surprise you smile and feel warm again.
That’s the best way I can describe the feeling of a gift tower – it’s just fun! Whether you know each gift is coming because the tower is sitting under the tree, or each gift is presented as a surprise each day… you just get this sense of happiness that lasts and lasts and comes back each time you use the item or product that was in the gift.
So it’s no surprise that gift towers have really taken off in the last few years – they make our customers look like rockstars and they make their loved ones feel appreciated for days on end. But there’s also a benefit to YOU when selling gift towers: The return on investment is really, really good!
When you sell a gift tower – whether it's five days, eight days, or the full 12 days you are selling multiple products to a single person. So for example:
- If you sell a $100 gift tower with 5 products to a single person and it takes 1 hour to make the tower and sell it you’ve now made $100 an hour.
- But if you sell 5 products to 5 people for a total of $100 and it takes even just 20 minutes per person you’ve only made $60 per hour.
Basically: The more time you spend the lower the return on investment is.
So now that we know gift towers are the gift-of-all-gifts, I’d like to share a few tips to help you sell more of them and start seeing a bigger ROI on your efforts this year:
Gift towers are not just for men and their wives!
Gift towers aren’t just for men to give to their wives! Mothers and other adults gift them to daughters, daughters gift to mothers. A customer could gift one to a hostess or friend that she wants to spoil. Get creative and don’t limit yourself!
Don’t shop with your customer's wallet
Not everyone has the same budget, and that’s ok, but don’t shop with their wallet. Only your customer knows how much they can spend and until they say it out loud – we don’t know.
Even if a $300 gift feels expensive to you, that doesn’t mean it will feel expensive to someone else… or that they aren’t willing to splurge for someone they love. Avoid saying things like “They’re expesive,” “too much,” “cheap,” or apologizing for prices. Instead, focus on sharing the value and excitement of the gift. Paint a picture for your customer (like I did at the beginning of this post) so that they can envision how happy their loved one will be with this gift.
Give the gift of choice
Give the gift of choice without overwhelming your customer. It can be helpful to have options, but too many choices will lead to decision paralysis (ie: when your customer can’t make a decision and ends up not buying at all). So go for a happy medium: Give your customer 3 choices at 3 price points. I like to go with roughly: $300-$400 for 12 gifts, $200-ish for 8 gifts, and $100 for 4 gifts.
This customizable closing sheet can be found in our Holiday Digital Bundle and is 100% customizable in Canva, so you can change the colors, edit the text, and make it absolutely perfect for your business without having to spend hundreds of dollars with a custom designer.
Having a visual is key
Having a visual is key: The best way to sell a gift tower is by showing your customer his or her options – even if you call, text them a picture of their choices so they can look at it with you… and I don’t mean that you need a picture of the literal item.
Think about a menu at a restaurant – you just need to show your customers what comes in their gift and the choices available to them. I like to give the tower an obvious name like “12 Days of Gifts” or “eight days of gifts” because it starts painting the visual picture of their gift.
Then I like to give a general description of what my customers will find in their gift – and yes! They have opt UP to get a wider variety! Break your products up into categories to make it easier. For example, if you're a skincare/makeup company you could split your products into: Glamour, fragrance, spa, and skincare.
Then I give a description of what categories of products I would include in each set – the first might have only glamour and spa products. The second might have glamour, spa, and skincare, and the third a mix of it all. Again, just customize this for your industry, whether that's essential oils, cleaning supplies, cookware, or something else!
Most importantly, do NOT list the specific products – instead, listen to what the customer says their loved one likes. If your customer says their loved one is a teen that loves glamour then you might make sure to include mascara and eye shadow. But if a husband says his wife wants to relax and feel pampered I’ll choose more spa products like masks collection. Choose products from your company that best fit what the giftee will love based on what your customer tells you. Don't be afraid to ask questions to learn more about them!
Last, paint a very clear picture of what the gift will look like, in terms of quantity: Gifts will be wrapped in (NUMBER) separate bags or boxes for your loved one to open over (SAME NUMBER) days. This makes it very clear what your customer is buying and avoids any confusion while also allowing them to imagine their loved one opening the gift over a certain number of days.
Charge for your efforts
When making a decision about what to charge make sure you calculate in your time and cost for merchandising and wrapping gifts. If you buy a Holiday Bundle, there are 120 pieces so the individual cost per piece is about 55 cents so if you include 9 pieces you might add $5 to the retail price.
So if you spend a total of $30 on wrapping, and the retail value of the products is $250 then your customers total would be $280…. And when you calculate a discount THIS is the price you show your customer and THIS is the price you discount off of. So if you give a 5% discount, your customer would then pay $266. If you give a 10% discount, your customer pays $252, and so on.
Don’t give away the house
Speaking of discounts, it can be tempting to feel that bigger is better but remember: discounts are taken from your profit. Everything dollar your customer saves is a dollar you can’t bring home to your family.
That’s not to say you shouldn’t spoil your customers with a special discount, but I do want you to be lean with what you give away and when you choose to give steeper discounts it’s ok to make your customer work for it by hosting a party or buying a larger quantity of items. I do not ever go below a 15% discount. And I mean ever!
When you present a discount you can present it two ways: by dollar amount or by percent… and I choose based on the final numbers.
For lower-cost items, I usually say the percent (15% off a product instead of $2 off a product). But for higher cost items I go with the dollar amount ($30 off a product instead of 15% off a product). I do this because I always want to say the larger number: 15 versus 2, or 30 versus 15. It’s a subtle message that can have a valuable impact!
Friends, I hope that this helps you increase you find a simple way to work smarter, not harder during the holidays this year!
Ready to start selling gift towers and increase your return on investment?