Category
Lifestyle
Assisted Choices
Trend cluster
Category
E-Gifting
Virtual gifts and gift cards are becoming increasingly popular during COVID-19.
3.0
Trend score
Trend
What is the E-Gifting trend?
E-Gifting: Brands are launching special virtual gift cards during the COVID-19 pandemic. Either offered as a giveaway or as something for consumers to surprise their loved ones, this opportunity enables a safer gifting experience.
Insight
The consumer insight behind the E-Gifting trend
Many contemporary consumers are abiding by the government-imposed COVID-19 safety guidelines and doing their part to help "flatten the curve" allows individuals to gain peace of mind. As time continues to pass, many are focusing on adapting their lifestyle by looking for ways to connect with friends and loved ones. The ability to socialize fosters a sense of comradeship and enables consumers to not feel as lonely while they need to keep apart.
Trend themes
Themes within the E-Gifting trend
Three behaviours holding the trend together01
E-Gifting
Virtual gifts and gift cards have become more popular during COVID-19 and has led brands to launch special virtual gift card campaigns, creating new opportunities for safer gifting experiences.
02
Charitable Giving
Brands are launching campaigns to support frontline workers, students, and those in need during the pandemic, with e-gift card purchases and donations motivating consumers to do their part and potentially sparking new long-term partnerships between brands and charitable organizations.
03
Streaming Giveaways
As streaming services continue to gain popularity, brands are reaching out to consumers by offering free streaming subscriptions as a giveaway, creating new opportunities for partnerships and consumer engagement during the pandemic.
Industry implications
What the E-Gifting trend means for industry
Where the trend changes the playbookFor
Retail
The rise of e-gifting and gift card campaigns create new opportunities for the retail industry to provide safe shopping experiences and incentivize consumers to make purchases while also giving back to communities in need.
For
Hospitality
Charitable campaigns like providing free food and beverages to frontline workers, students, and healthcare heroes create opportunities for the hospitality industry to make a difference while also building brand reputation and loyalty.
For
Entertainment
As more consumers spend time at home, new opportunities have arisen for the entertainment industry to engage with consumers by partnering with brands to provide free or discounted streaming services, offering unique and safe experiences.
Workshop question
How can you enable a safe connection between consumers during COVID-19?
Trend signals
Trend signals for E-Gifting
Trend score 3.0 out of 10, from popularity 46%, activity 35%, freshness 9%.
Popularity46%
Activity35%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the E-Gifting trend
4 featured examples from Apr 12 to Nov 17, 2020CategoryBusiness
Charitable Coffee Campaigns
Dunkin' Coffee Break Supports Frontline Workers in the US
The food and beverage industry can utilize their products and services to support the communities they serve and implement charitable campaigns to make a positive impact during th…
CategoryBusiness
Taco E-Gifting Services
Taco Bell's Taco Gifter Turns Iconic Menu Item Into Gifts
Fast food chains can use e-gifting services to improve customer loyalty and satisfaction while increasing sales revenue.
CategoryLifestyle
Graduate-Supporting Gift Cards
The Graduation Gift Card Give Back Program Aids Scholarship America
Disruptive innovation opportunity: Developing virtual graduation platforms and educational tools.
CategoryMarketing
Free Streaming Giveaways
Beautyrest Will Cover Some Fans Streaming Subscriptions for December
Luxury products companies can leverage subscription giveaways to appeal to a broad audience and attract more customers.
