Seasonal launches offer some of the greatest opportunities for brand growth — but only when strategy, design, and execution move as one. Small missteps can compound quickly, and with no recovery window, early alignment is everything.
Below are common pitfalls encountered by brands bringing seasonal SKUs to market:
Missing Critical Deadlines
Seasonal timelines are often tight and non-negotiable. When a key input slips — packaging specs, artwork approvals, material lead times, line trials — you’re not just missing a milestone. You risk missing the season entirely. This can affect your relationship with retailers and damage trust.
Misaligned Packaging Costs
Designing packaging that meets margin expectations AND hits your target retail price point is a challenge. It’s critical that the ideation phase stays aligned with the price range already set in the aisle. This means considering not just the consumer-facing price, but also the full cost to produce the package, from making food through transportation to retailers. Last minute changes (materials, structural design, pack format, or labor assumptions) can quickly push a program outside its target economics. Understanding how much you can spend before even sketching a concept is key.
Poor Shelf Experience
Even strong products can underperform if the overall shelf experience isn’t considered. We’ve seen seasonal SKUs miss expectations due to:
- unclear product visibility
- weak on-shelf communication
- inconvenient merchandising formats
- poor placement or tray/display design
In some cases, performance issues had nothing to do with the product itself — the SKU simply landed on the bottom shelf, or graphics didn’t clearly communicate what was inside. The following year, the same item saw a major jump in sell-through after improved graphics and stronger shelf placement.
Small details — from how the unit is shopped to how the display presents — can make a measurable difference in sell-through.
Launch with Less Risk
When these pitfalls are addressed early, brands can align teams faster, protect timelines and cost, and execute seasonal launches that perform at retail.
Want to learn more?
Download our White Paper: How to Launch a Seasonal SKU
About creative werks
For 25+ years, creative werks has partnered with leading CPG brands to design, source, and execute packaging programs at scale. Our integrated model brings strategy, commercialization, and co-packing together to help brands launch seasonal SKUs with confidence.
Get in touch with us today to get started on your next packaging project or Idea Labs session: sales@cwerksglobal.com