Due to the supply chain issues of 2021 nearly all retailers faced difficulty having seasonal product come in on time. Imagine if you needed to promote that product in a publication created months in advance. What do you do? Gasper decided to increase the size of their Christmas catalog to 80 pages and use the extra space for larger images and more helpful content on decorating and caring for plant material. For the seasonal product that wasn't expected to come in until after the final publication deadline, Gasper featured only the product from U.S. vendors and labeled the issue as a "Sneak Peak." Since the marketing team had photos taken at the height of the Christmas season last year of beautifully decorated trees and homes, they had the fresh content they needed to hold interest. Adding a local touch to the cover with the theme -- A Bucks County Farmhouse Christmas provided all the excitement needed to engage readers in their target audience.
