This Christmas shopping season is a time when new shopping behaviours will emerge.
Given the effects of the COVID-19 pandemic, this year will inevitably look a little different compared to years gone by.
With changes to many aspects of life, new habits formed at this time are likely to shape trends for 2020 seasons and beyond.
It's going to be more important than ever for people to come together and share gifts with their loved ones.
Learn how people expect to celebrate and shop this holiday season and read our recommended solutions to help you adapt and plan for the season ahead.
1. Gen X and boomers dominate global mobile and ecommerce growth
COVID-19 has changed how we live, shop and communicate, leading more people to rely on technology than ever before. This is especially true of Gen X and Boomers, whether it’s mobile, ecommerce or messaging.
2. Self-gifting and seasonal shopping can be positive outlets in difficult times
Even in challenging times, people find ways to stay positive and reward themselves. In past recessions, affordable luxuries such as lipstick, nail polish and ice cream have proven popular. This offers great opportunities for business and, with the sales season offers, it’s an ideal opportunity for self-gifting.
3. Imposed disruption fuels receptiveness to new products and services
While COVID-19 has disrupted lives, people are becoming more open to trying new products and services like grocery delivery. This holiday season, people will likely be even more receptive as they look for ways to adapt to the new normal and seek better products, services, and activities that are more convenient to them.
4. The economic downturn will expedite the rise of Mega-Sales
With COVID-19 affecting families and their finances, people will be more sensitive to price and turn to ecommerce to avoid crowds—meaning that mega sales days like Black Friday and Cyber Monday will be top of mind.
5. The new value equation: Affordability, authenticity and action
People care as much about the actions businesses take as they do about price. They seek authentic, informative content from businesses. Beyond price and quality, global shoppers are increasingly drawn to brands that support causes they care about. Social responsibility and brand authenticity are more influential than ever. People want to understand your business, what you stand for, and be proud to support you.
