Category
Lifestyle
Assisted Choices
Trend cluster
Category
Holiday
Novelty
Brands take advantage of the holidays in unexpected ways.
3.3
Trend score
Trend
What is the Holiday Novelty trend?
Holiday Novelty: Products, services and brands that are not typically associated with the holidays are attempting to change public opinion by offering festive experiences and branding. This approach works not only in surprising and delighting consumers, but also aligns the brand or product in question with the surge of cheer and goodwill that surrounds the season.
Trend themes
Themes within the Holiday Novelty trend
Three behaviours holding the trend together01
Non-Traditional Holiday Experiences
More brands are offering festive experiences and branding that are not typically associated with the holidays, allowing for the opportunity to align with the season and surprise and delight customers.
02
Charitable Marketing Campaigns
Philanthropic marketing campaigns that promote donations to a cause are gaining popularity, allowing businesses to align with social responsibility and engage customers through charitable actions.
03
Celebrity Retail Appearances
Businesses are leveraging the popularity of well-known personalities to drive more customers to stores and create a memorable shopping experience.
Industry implications
What the Holiday Novelty trend means for industry
Where the trend changes the playbookFor
Retail
Businesses can leverage non-traditional holiday experiences, celebrity retail appearances, and charitable marketing campaigns to attract and engage customers during the holiday season.
For
Food and Beverage
Through pop-up food and beverages experiences and workshops, brands can offer customers a unique and memorable experience while aligning with the holiday season and charitable actions.
For
Entertainment
By offering holiday-themed events and performances, businesses can engage with customers in a non-traditional way while leveraging the festive mood of the season.
Workshop question
What role does your brand play in peoples' enjoyment of the holidays?
Trend signals
Trend signals for Holiday Novelty
Trend score 3.3 out of 10, from popularity 42%, activity 48%, freshness 8%.
Popularity42%
Activity48%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Holiday Novelty trend
6 featured examples from Nov 12, 2015 to Jul 15, 2016CategoryMarketing
Stylish Hipster Santas
This Mall Santa Does Not Wear Traditional Christmas Garb
Retailers can capitalize on the trend of non-traditional Santas by offering hipster-inspired holiday merchandise and decorations.
CategoryMarketing
Galactic Christmas Shows
Galeries Lafayette Held a Star Wars Christmas Show for the Festive Season
Retailers can leverage sci-fi themes and geek culture to enhance the shopping experience and attract customers during the holiday season.
CategoryLifestyle
Philanthropic Pet Campaigns
Nutram's #BetterTogether Campaign Features Flixels of Dogs and Owners
Opportunity for pet food brands to use innovative advertising techniques and support animal-related charities.
CategoryLifestyle
Holiday Pop-Up Lodges
Fortnum & Mason Will Host Workshops at Somerset House
Opportunity for hotels and resorts to create pop-up lodges and offer unique experiences to guests.
CategoryMarketing
Festive Scented Taxi Cabs
Molton Brown's 'Christmas Carriages' Offer Induglent Rides
The transportation industry can explore innovative ways to enhance the customer experience, such as incorporating unique scents into vehicles.
CategoryMarketing
Basketball Player Retail Appearances
This Retailer Hosted Celtics Players During the Holidays
Sporting goods retailers can leverage the popularity of professional sports teams to increase sales during peak seasons and create exciting in-store experiences.
