Growing Personalized Gifts Business: Sales Mix on Amazon.com, Jane.com and Etsy.com
This thriving brand offers entirely exclusive SKUs on popular eCommerce hubs, specializing in the niche field of personalized and custom gifts. With these personalized gifts that serve to cultivate relationships, this one-of-a-kind brand has developed a strong, loyal following.
OPERATIONS
Launched just two years ago, this company has been able to expand its product line to hundreds of SKUs. Personalization has been a key factor in the brand’s success, with customized photo items a top service that has been enlarging their customer base. With business practices designed to encourage upsells, the company offers a customized message and theme that can be applied to different occasions, celebrations and etc.
All the metal wallet cards – which is the major item – are entirely sourced in the U.S. along with their leather products. The rest of the company’s items are sourced from India and China from trusted collaborators.
MARKETING AND KEY METRICS
The brand’s popular metal wallet cards has been a great way to tap into organic traffic. The company also gets a high rating on Amazon and Etsy and has high traffic on their sites as well. There is still an opportunity to grow further by launching posts on popular social media sites such as Facebook, Pinterest, and Tiktok while running ads on and making items available for sale on Facebook and Instagram.
The company does well on all three of its sales platforms, with organic traffic generated through the eCommerce sites. Promoting the business on social media giants like Facebook and Instagram will drive discovery and sales on those platforms while increasing brand awareness and traffic to their sites.
The average order value of this brand is around $20-40. Sales have remained steady year-round, with sharp spikes around popular gift-giving dates and events such as Valentine’s Day, Father’s Day, and the Christmas holiday season. With year-over-year sales growth and a growing percentage of sales coming from repeat customers, it has proved to be a profitable business for the current owner.
The brand demographic mainly includes women between the ages of 17 to 45, frequently purchasing gift items for their husbands, boyfriends, or fathers. The brand has found considerable success in selling pet-themed gifts and products that tenants to pet lovers. Many repeat customers frequently shop for products on this brand as well.
BUSINESS MODEL & RESOURCES NEEDED
The current owner is the only employee who oversees everything, including production, shipment, and other processes. During peak times, the owner can work as much as 60 hours per week, making the peak season a less intensive workload.
THE INDUSTRY
The company specializes in the booming field of personalized gifts and operates on three popular eCommerce sites for custom made items: Jane.com, Etsy, and Amazon Handmade. With the transition of gift shopping trends from brick-and-mortar stores to an online presence, these shops allow customers to discover personalized and unique gifting options for their loved ones. The company follows the same footsteps by providing personalized items to different demographics.
OPPORTUNITIES TO SCALE
The brand could launch an SEO program including a blog and use advanced marketing techniques to promote its brand further. They could also expand their product line by creating new products for pet lovers as they have a growing request for this category.
Asking Price: $450,000
Gross Income: $242,428
Cash Flow: $105,555
Year Established: 2019
Employees: 1
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