It's not the gift but, the thought that counts, right? Wrong. It's the paper that the gift is wrapped in! Edwina Rogers, the wife of Washington lobbyist Ed Rogers, wraps her gifts in sheets of US dollar bills - real currency. A sheet of 32 one dollar bills costs about $55 USD. Photo by SqueakyMarmot (Flickr).
Implications - By making light of the economic situation, marketers and businesses can reach a cynical market of consumers who are frustrated with the recession. These cash-strapped consumers may not be able to spend money on frivolous items, but they will make exceptions for cathartic goods that help them express their displeasure to others.
Expensive Gift Giving
Real Currency Wrapping Paper
Trend Themes
1. Cash-themed Gifts - Opportunity for businesses to create products that incorporate real currency, appealing to consumers who value novelty and unique gift options.
2. Unconventional Gift Wrapping - Chance for entrepreneurs to offer alternative gift wrapping options using unexpected materials, catering to consumers who want to stand out with their presents.
3. Expressions of Displeasure - Potential for marketers to tap into the market of frustrated consumers by creating cathartic goods that allow them to voice their dissatisfaction to others.
Industry Implications
1. Gift and Novelty Products - Disruptive opportunity to tap into the market of consumers looking for unique and unconventional gift options.
2. Printing and Packaging - Innovative potential for businesses in the printing and packaging industry to develop custom wrapping materials using unexpected or unconventional materials.
3. Economic Commentary Merchandise - Emerging industry that caters to frustrated consumers by offering products and merchandise that allow them to express their dissatisfaction and frustration with the current economic situation.