Bridge analyzed the websites for the top-40 selling brands in the tabletop and giftware industry. We assessed what promotions and discounts, such free shipping, brands offer. Bridge did this because a product's price, which is impacted by discounts, is often the leading factor when shopping online. More than 67% of the brands surveyed by Bridge offer free shipping.
Brand Study Findings:
Of the 40 brands, 27 (67.5%) offer free shipping.
For brands that offer free shipping, the average minimum purchase amount to qualify for free shipping is $134.
Five brands offer free shipping with no minimum purchase amount: Anna Weatherley, Casafina, Costa Nova, Michael Aram, and Ricci Argentieri.
The brands that do not offer free shipping regardless of the order amount are: Abigails, Couzon, Deshoulieres, Estelle Colored Glass, Gien, Herend, Mario Luca Giusti, Mariposa, Mottahedeh, Royal Crown Derby, Simon Pearce, William Yeoward, and Zodax.
*Please note: Results may vary. This research was performed on February 26, 2023.
The number of brands that offer free shipping increased from 26 (65%) to 27 (67.5%).
The average minimum amount to qualify for free shipping increased from $118 to $134.
The number of brands that offer free shipping with no minimum purchase amount decreased from six to five.
The number of brands that offer promotions for signing up for their email newsletter increased from 11(27.5%) to 14 (35%).
Other Findings:
Fourteen brands offer promotions for signing up for their email newsletter. These promotions include offering customers 10-20% off of their first purchase or a free gift upon signing up.
Five brands offer a loyalty or rewards program to their customers.
Three brands offer a site-wide sale or promotion for a limited time.
One brand offers a free gift with purchase for a limited time.
40 Brands Analyzed: (Alphabetical order)
Abigails*
Anna Weatherley*
Annieglass*
Arte Italica
Baccarat
Badash
Beatriz Ball
Bernardaud
Calaisio
Casafina
Costa Nova
Couzon
Deshoulieres
Estelle Colored Glass
Gien
Ginori 1735
Herend
Juliska
Kate Spade
Lenox
MacKenzie-Childs
Mario Luca Giusti
Mariposa
Michael Aram
Mottahedeh
Pampa Bay
Pickard
Raynaud
Reed & Barton
Ricci
Royal Crown Derby
Simon Pearce
Skyros Design
Spode
Vietri
Villeroy & Boch
Waterford
Wedgwood
William Yeoward
Zodax
* = Bridge has a partnership with this brand. Often a brand subscribes to Bridge’s Product Syncing Service.
How the Study Was Conducted:
We reviewed the list of brands on Bridge to determine the top 40 sellers.
We visited the top 40 selling brands’ sites to record any promotions offered. The promotions tracked included free shipping, email promos, loyalty and rewards programs, site-wide sales, and free gifts with purchases.
A merchant should use the brand's promotions reported here to decide if it wishes to match these offers. To be competitive, we recommend that a store in general offer free shipping at $134 or less.
Accept lower margins online. We understand that brands have larger margins and often have better shipping terms. Due to brands selling direct, as well as competitors like Amazon, indie retailers likely have to accept smaller margins online than they make in their physical store.
A merchant may wish to contact a brand to see if programs are available that support free shipping on their wholesale orders. This may make it easier for the merchant to offer free shipping to their retail customers.
Amazon Prime has hurt margins. While $134 may seem like a low threshold for a brand to offer free shipping, Amazon Prime, which most Americans subscribe to, offers free express shipping on eligible products. For a brand to compete with Amazon Prime, the brand, too, has to offer a compelling shipping charge.
What's next?
Bridge will be conducting this Competitive Assessment Report (CAR) on a monthly basis. To receive the results of this report, please sign up for a free Bridge account. Bridge members will receive an email with the report each month.