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Holiday Consumer Insights

Upcycled Gifting
Brands are launching gift wraps that have other functional and creative uses
Trend - Brands are launching wrapping papers that extend beyond the gifting experience and into new, unexpected categories. These products can double as tools for new creative pursuits such as origami or something more functional and progressive, like virtual gift cards.

Insight - As consciousness of the correlation between environmental harm and consumption grows, many are on the hunt for eco-friendly alternatives that go beyond the act of recycling. Individuals are putting more value in concepts like reusability, especially when the products boast additional functional and creative outcomes that might come as a novelty experience. These purchasing decisions allow consumers to feel confident that they're doing their part in countering single-use materials.
Workshop Question - How might your brand approach the topic of reusability?
Meal-Ready Advent
Brands are introducing more culinary-forward surprises in their advent calendars
Trend - Companies are breaking the tradition of the chocolate advent calendar as they introduce more creative and hyper-targeted surprises in their holiday collections. Realizing the emphasis on home-cooking during the holidays, brands see opportunity in the culinary-focused niche. This shift is motivated as companies seek to introduce a better curated selection of gift-giving occasions.

Insight - Personalization plays a big role in the lives of contemporary consumers as people are interested in products that match their unique tastes. This is especially true for gift-giving occasions as shoppers wish for the product to not only mirror the taste and personality of the receiver but to also highlight the level of understanding in the relationship.
Workshop Question - What kind of advent calendar can your business launch for the holidays?
Halfway-Healthy Holiday
Vegan and gluten-free Easter treats deliver guilt-free indulgence
Implications - As many consumers strive for a balance of healthy indulgence over the Easter season, brands are releasing gluten-free or vegan treats that allow for mindful satisfaction. These halfway-healthy confections help facilitate a guilt-free Easter season, and cater to a growing consumer base that has self-imposed or necessary dietary restrictions.
Workshop Question - How could your brand better accommodate consumers who face various restrictions or barriers in the purchase journey?
Grown-Up Celebration
Adult consumers turn to more refined products to celebrate the holidays
Implications - As the holiday market remains an industry that's heavily juvenile, many brands are creating refined products to broaden appeal for adults. This expansion speaks to consumers' nostalgic nature while offering something more appropriate for the grown-up lifestyle, satisfying multiple desires in one shot.
Workshop Question -