Millcraft Paper predicts paper industry marketing trends for 2023 holiday season likely to include continued focus on sustainability, personalization, e-commerce, influencer marketing, seasonal campaigns, interactive packaging

Sample article from our Pulp & Paper Industry

November 14, 2023 (press release) –


The paper industry, like many other industries, has experienced various marketing shifts in recent years. To predict marketing trends for the paper industry during the holiday season in 2023, it's important to consider evolving consumer preferences and market dynamics. Here's a comparison of recent marketing trends in the paper industry and potential predictions for the 2023 holiday season:



Sustainability and Eco-friendliness:


   - Recent Trends: There has been a growing emphasis on sustainability in the paper industry. Consumers are more eco-conscious and prefer products made from recycled or sustainably sourced materials.


   - Predictions for Holiday 2023: This trend is likely to continue, with holiday marketing campaigns focusing on eco-friendly and recycled paper products. Brands may highlight their commitment to sustainability in their messaging.








   - Recent Trends: Personalized paper products, such as custom greeting cards, gift wraps, and branded packaging have gained popularity. Many companies offer customization options to cater to individual needs.


   - Predictions for Holiday 2023: Personalization is expected to be a key marketing trend, with companies offering even more advanced customization options. Personalized packaging and cards will be in high demand for gifting this season.






E-commerce and Online Marketing:


   - Recent Trends: The paper industry has increasingly moved to online platforms for sales and marketing. E-commerce has become a significant distribution channel for paper products. Overall sales increased by 5.3% during the 2021-2022 Holiday season.


   - Predictions for Holiday 2023: E-commerce will continue to dominate, with companies investing in user-friendly websites, digital advertising, and social media marketing. These trends suggest an increase of approximately 10.3% for the 2023-2024 Holiday season for online platforms.


Influencer Marketing:


   - Recent Trends: While this area of marketing is untapped, there is still a presence of social media in every market. Some find success even outside of their typical marketing media with the assistance of highly networked individuals. One such series that has some inspiring ideas is the Pack It! Series on Youtube.


   - Predictions for Holiday 2023: Influencer marketing will likely expand at a slow rate, with paper brands collaborating with a diverse range of influencers. Brands may also focus on influencers known for their eco-friendly and sustainable lifestyles.






Seasonal and Themed Campaigns:


   - Recent Trends: Holiday-themed paper products and campaigns have been a staple in the industry. Brands often release limited-edition holiday collections.


   - Predictions for Holiday 2023: Seasonal marketing will remain a constant, but companies may invest more in interactive and engaging holiday-themed content. Virtual events, DIY tutorials, and contests may become part of holiday campaigns. It is recommended to speak with a Millcraft representative for assistance early to not miss out!


QR Codes and Interactive Packaging:


   - Recent Trends: QR codes and interactive packaging have been used for consumer engagement, providing additional content or information.


   - Predictions for Holiday 2023: Companies will continue to incorporate QR codes into their packaging for interactive experiences, such as videos, games, or exclusive discounts. Multi-purpose packaging is also seeing an increase that will benefit clients and brand messaging alike.






In summary, the paper industry's marketing trends for the 2023 holiday season will likely include a continued focus on sustainability, personalization, e-commerce, influencer marketing, seasonal campaigns, and interactive packaging. Staying adaptable and responsive to evolving consumer preferences and market dynamics will be key for companies in the paper industry to succeed during the holiday season and beyond.






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Chelsey Quick
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