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Smaller brands likely to benefit from Christmas boost

Smaller brands are likely to see the most benefit from this year’s Christmas boost as parents seek out niche brands and personalisation services, according to the latest research from parenting network Emma’s Diary.

While price continues to be the most important factor when it comes to buying toys, the survey – which spoke to 1,700 new mums  – also revealed that one third of them (32%) would happily pay a higher price for product which offered an element of personalisation.

Over half of those surveyed (52%) also believe that niche brands provide a better offering than more well-known names, while one in five (18%) tend to opt for products that are recycled or feature recyclable materials. The research also suggested certain key steps that brands of all sizes should take in order to better engage with their audience.

Tell a story: Over half of those surveyed (52%) said that forming a relationship with a brand based on shared values will steer them away from a competitor’s product. Mmessage consistency and clear storytelling is key to show how brand values are aligned with the audience.

Create a community: Recommendations from friends and family continue to be the most powerful influence when it comes to purchasing decisions, followed by online reviews, showing that brands who provide positive reassurance are more likely to be successful. Over half of mums also use social media networks and private groups to seek recommendations and share their experiences.

Use influencers with caution: Tread carefully with celebrities and influencer partnerships as only 6% of those surveyed said these product endorsements would encourage them to buy from a brand, with most saying they find these partnerships disingenuous.

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