Holiday Consumer Insights

Trend - Tech companies are making the personalization and sending of gifts more efficient thanks to artificial intelligence. Whether deployed as a means of helping one choose a gift or as a service that tracks return-of-investment, these platforms are increasingly streamlining the experience.

Insight - Whether it is for the holiday season or for a different special occasion, many contemporary consumers often find it difficult to decide what to buy for someone else—especially when they are faced with an overwhelming number of choices. In this space, many emphasize personalization as a way to make a decision, creating a demand for services and experiences that can give them peace of mind, while simultaneously delighting the receiver of a gift.

Trend - In many countries, governments insist on the restriction of holidays like Christmas and Halloween due to the ongoing health pandemic. Brands are stepping in by offering festive virtual experiences and solutions that allow consumers to celebrate in a safe manner.

Insight - The COVID-19 pandemic, as well as the associated government-imposed restrictions for social gatherings and businesses, have caused consumers to rethink their lifestyles and how they interact with one another and the world. As personal celebrations and holidays approach, individuals are looking for ways to be together and embrace their festive spirit without putting their health or that of their loved ones at risk.

Trend - In an effort to slow the spread of COVID-19, many consumers are opting not to participate in "trick-or-treating." To help families celebrate Halloween, brands are launching novel products and services including drive-thru Halloween events, digital Halloween platform, and safety-focused costumes.

Insight - As consumers continue to adjust to the current realities of the pandemic, many are looking to keep family traditions alive while following safety guidelines. Consumers are searching for ways to make special occasions memorable and meaningful to maintain some semblance of normalcy.

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.

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.

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.

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.