BITES // 12.02.21 // TODAY’S TOPIC: HOLIDAY HYPE
Every month we collect six of the best pieces of content published on the web and share them with you, because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside, in.
1. LET ’EM BUY! LET ’EM BUY! LET ’EM BUY!
It’s beginning to look a lot like Christmas…very early in 2021! Retailers and brands got a jump start on luring shoppers this year. And Americans are bought in on the idea of not procrastinating this season. Between supply chain issues, droughts on products, and often delayed delivery times, consumers are eager to get their shopping done early. The early Black Friday deals kicked off the shopping season, as 51% of people started their shopping before Thanksgiving. Average expected consumer spend is also up 5% year-over-year. This year, confidence around jobs and the economy is up compared to 2020, so people are opening up their hearts and wallets.
2. THE SHOPPING EXPERIENCE IS SO DELIGHTFUL
Not only when we shop is different, so is how we shop this year. The lines between real and digital worlds continue to collide, particularly early on in the process. Now, shoppers expect to shop their way, so an omnichannel experience built around convenience gives brands an edge. To that end, there’s an inverse mix of in-store retail and e-commerce. Retail visits are more intentional as opposed to mindless browsing, while virtual browsing at home is starting to mimic a more immersive shopping experience. Beyond that, social media is a rising source of gifting inspiration for many. In fact, eight in ten Gen Z shoppers say they use Facebook for discovery during the holiday season.
3. WALKIN’ IN AN ANIMATED WONDERLAND
The holidays are a time of magic and imagination. It’s a way for nostalgia to inspire cross-generational connection. Brands use animation to do just that. In 2021, advertisers are taking animation to new heights. From Macy’s “Tiptoe and the Flying Machine” to Chick-fil-A’s “The Whoopsery”, new brand characters are forming, creating anthropomorphic personalities for parents, children, and grandparents to grow fond of. This technique precedes back to Coca-Cola’s beloved Polar Bears, which have been running for decades. Now, we’re seeing new brand assets become a holiday weapon for many brands.
4. TIS’ THE SEASON FOR JOY
After a rebound year in 2021, we’re seeing more feel-good pieces of advertising make their way onto our screens. It’s not atypical for this time of year. But this year, the main focus is really around the interactions we have with one another, whoever that may be, and truly making the most of them. As always, John Lewis’ heartfelt story about an “Unexpected Guest” kicks off the year. With brands like Etsy encouraging everyone to “Give More than a GIft” in 2021. Coke, in Coke fashion, celebrates the “Real Magic” of the holidays. All of these bring warmth and smile to the season, amidst a time when anxiety is high, and people desperately need a dose of joy.
5. ALL I WANT FOR CHRISTMAS IS TOGETHERNESS
Another major theme from brands this year is togetherness. Through the pandemic, our social circles continue to stay slim and tight. Knowing that many are opening back up to travel again and seeing friends and family after a long hiatus, celebrating the cherished moments that were lost last year are instrumental. Ikea captures the comfort when we “Assemble Together”. Extra brings a little bit of humor in the holiday mishaps that are better left alone, with “Together Again”. And, in typical fashion, Gap brings Katy Perry to the main stage, for a group performance in “All Together Now”.
6. IT’S THE MOST SELFLESS TIME OF THE YEAR
Gift-giving comes in different forms. As our collective compassion kicks in, one of the easiest gifts to give is kindness. This holiday season, more than most, brands are promoting the one thing that lifts the holiday spirit up the most. Not only by nudging people to be thoughtful, but showing them that a small benevolent gesture can make someone’s holiday. Stella Artois’s limited edition holiday chalice will “Give the Gift of Time” to women in other countries who tirelessly labor over bringing water back to their families. Then there’s Amazon, who reminds us that “Kindness is the greatest gift”.
TAKEAWAY:
Whether it’s advertising or shopping, the holidays are all about making the most out of the experience. As brands think through how to navigate the next month, being proactive about understanding the changing sentiment around the pandemic, and the role of digital vs. retail for shopping is key. Continue to stay close to your audience, and see how you can make their holiday special this year.
