Post by account_disabled on Jan 6, 2024 8:53:06 GMT
Despite the multiple overlapping restrictions on the coronavirus and the serious economic crisis that the pandemic carries on its shoulders, the consumer faces Christmas with a reasonable dose of optimism. According to a recent study carried out in Germany by Verizon Media , 72% of consumers plan to spend as much or more money this Christmas than the previous year. 16% of consumers believe they will exceed their Christmas 2019 spending this year and 56% plan to spend more or less the same amount as last year. This year, the consumer will, of course, do Christmas shopping in a somewhat different way than in previous years . Half of consumers will opt for electronic commerce. And only when it comes to buying food and other supplies will traditional commerce win over the thriving e-commerce. 50% will fill their pantries this Christmas in physical establishments, while a third will make their purchase online.
From the Verizon Media report, it is inferred, on the other hand, that this year the celebration of Christmas will be much more local and personal. Two-thirds of consumers will spend the holidays at home Phone Number List this year and almost the same proportion will also forgo the typical Christmas parties. The consumer asks brands for “feel good” advertising at Christmas The consumer asks for a certain air of normality from advertising . 38% of consumers believe that advertisements should be imbued with normality to some extent and 28% want brands to focus on "feel good" messages in their advertising. It is also worth noting that almost half of young people between 18 and 24 years old expect new and innovative messages from advertisers this Christmas. According to a second study by Reply, at Christmas the consumer is much less willing to find out about COVID-19 and its consequences.
To carry out its report, Reply put Google searches under the magnifying glass with the ultimate goal of examining the extent to which Christmas will be different this year. In September and October, online searches for Christmas movies have grown significantly (+79%), an unequivocal sign that people are looking for joy and distractions during this time of year. In this sense, brands would do well to emphasize entertainment during the Christmas season. People are preparing, on the other hand, to celebrate Christmas in the four walls of their home. And consequently the consumer performs searches related to Christmas decorations (+30%) or recipes for typical dishes. Even so, the search term “Christmas dinner” has plummeted by 43% (perhaps because Christmas banquets are going to be much less crowded this year). Along the same lines, the search for holiday destinations and flights for Christmas has also decreased dramatically in 2020 . In general terms this Christmas there will be fewer family and friend gatherings.
From the Verizon Media report, it is inferred, on the other hand, that this year the celebration of Christmas will be much more local and personal. Two-thirds of consumers will spend the holidays at home Phone Number List this year and almost the same proportion will also forgo the typical Christmas parties. The consumer asks brands for “feel good” advertising at Christmas The consumer asks for a certain air of normality from advertising . 38% of consumers believe that advertisements should be imbued with normality to some extent and 28% want brands to focus on "feel good" messages in their advertising. It is also worth noting that almost half of young people between 18 and 24 years old expect new and innovative messages from advertisers this Christmas. According to a second study by Reply, at Christmas the consumer is much less willing to find out about COVID-19 and its consequences.
To carry out its report, Reply put Google searches under the magnifying glass with the ultimate goal of examining the extent to which Christmas will be different this year. In September and October, online searches for Christmas movies have grown significantly (+79%), an unequivocal sign that people are looking for joy and distractions during this time of year. In this sense, brands would do well to emphasize entertainment during the Christmas season. People are preparing, on the other hand, to celebrate Christmas in the four walls of their home. And consequently the consumer performs searches related to Christmas decorations (+30%) or recipes for typical dishes. Even so, the search term “Christmas dinner” has plummeted by 43% (perhaps because Christmas banquets are going to be much less crowded this year). Along the same lines, the search for holiday destinations and flights for Christmas has also decreased dramatically in 2020 . In general terms this Christmas there will be fewer family and friend gatherings.