The role of promotional packaging in driving holiday sales

Stephane Viret, commercial director promotional packaging at Sonoco, looks at seasonal packaging and how it drives brand affinity.

For fast moving consumer good (FMCG) brands, the festive season represents one of the most powerful moments to connect with consumers. With heightened competition and a surge in seasonal demand, every element of the brand experience becomes more significant. Simply put, there is a lot at stake and, by the end of the year, analysts expect seasonal demand to drive a 12 to 17% uplift in FMCG sales globally, with limited edition products playing a central role. While product quality and compelling messaging remain essential, packaging is increasingly recognised as a strategic tool, one that can influence purchasing decisions, spark impulse buys, and extend brand presence far beyond the point of sale.

At Sonoco, we have been crafting specialty consumer packaging formats for two hundred years, so we understand deeply that packaging designed for seasonal moments must deliver both impact and emotions. Whether it is a limited edition tin that evokes nostalgia or a modern design that surprises and delights, thoughtful design transforms packaging into a storytelling device, a tactile experience, and a lasting brand touchpoint.

So, how is packaging innovation shaping festive retail strategies? Why do specialty gift tins continue to resonate with consumers? And what trends are defining this year’s seasonal formats?

Creating emotional connection

Seasonal packaging does much more than house a product, it taps into powerful emotional triggers that can shape consumer behaviour. During festive periods, shoppers are primed for nostalgia, joy, and anticipation. Packaging that reflects these sentiments can transform a routine purchase into a more meaningful moment to build loyalty and increase spend.

Studies show that up to 84% of consumers make impulse purchases driven by emotional cues such as limited time availability, familiar holiday imagery, or the excitement of gifting. Festive tins often evoke celebrations memories, creating a sense of warmth, comfort and belonging that can encourage spontaneous buying. Design elements like embossed textures, metallic finishes, reflections and patterns can really help transport consumers to a happy place.

Further research has highlighted the role of scarcity and exclusivity in driving urgency. Limited edition formats can trigger FOMO (fear of missing out), making products feel more desirable and time sensitive. This emotional urgency, combined with elevated design, can boost shelf appeal by up to 30% in crowded retail environments.

Within our business, we are seeing a clear appetite from customers for formats that bring theatre, craftsmanship, and storytelling to the fore, helping products stand out and reflect their quality. Increasingly, this demand is being shaped by younger consumers who view packaging as an extension of personal identity and style. Collectible formats, nostalgic motifs, and tactile finishes are in increasing demand. Whether it is a limited edition or a gift tin, these formats are designed to create emotional resonance and cultural relevance. At Sonoco, we see this as an opportunity to turn packaging into a brand building tool. One that connects with consumers on a deeper level and leaves a lasting impression long after the festive moment has passed.

Tactility and repurposing: packaging that lives on

So, why is metal packaging so often the medium for holiday celebrations and gift sets? First, metal packaging offers a tactile richness and a more exclusive look and feel. The cool touch, the satisfying click of a lid, the weight of a well made tin all contribute to a premium feel that enhances value.

But the impact doesn’t end at purchase – 94% of consumers repurpose metal gift tins, using them to store household items, crafts, or keepsakes. In response brands are designing packaging with this second life in mind. From spirits or champagne gift tin with clever cut outs that transform into candle holders, to confectionery tins that will be reused for decades, these formats offer experience as well as containment. This kind of thoughtful design adds a layer of surprise, turning packaging into a keepsake and elevating consumer interaction with a brand. These examples show it is not just about what is inside the tin that is holding sway, but what the tin becomes – a standout product with a bonus of a keepsake tin is proving to be a winning combination.

At Sonoco we have also been mapping emerging trends which are likely to shape speciality packaging over the next few years – with greater artistry. We are creating concepts like stacking tins with rotating lids and pocket sized collectible formats, colour shifting finishes, deep debossed lino print textures, and organic hybrid curves. All designed to further elevate the aesthetic and sensory appeal.

These innovations and trends really reflect a shift in how packaging is perceived as a lasting object of beauty, utility, and storytelling. For FMCG brands, this opens up new creative territory to build deeper consumer engagement and extend brand presence far beyond the shelf and consumption of the product within.

Striking the right balance between emotion, efficiency and brand integrity

At Sonoco we believe that seasonal packaging must deliver tangible value to both consumers and businesses. Limited edition tins are deeply evocative. They tap into nostalgia, spark joy, and create moments of delight that consumers remember. But emotional impact alone isn’t enough. Successful seasonal packaging must also be smart, designed with flexibility, produced efficiently, and aligned with sustainability goals. That is why we work with brands to create beautiful, circular packaging that meets demand while preserving our planet.

We also understand the importance of maintaining brand integrity. Seasonal packaging should feel fresh and festive, but never at the expense of recognisability. From brief, to concept, to shelf, our design team works closely with customers to ensure that every limited edition tin reflects the brand’s core identity while embracing the spirit of the season.

In a competitive retail landscape, packaging is the first impression, so it needs to be lasting. When done right, it becomes a powerful brand ambassador, a social media moment, and a household fixture. That is the kind of packaging we are proud to create.