# Postponed Milestones Brands are making it easier for those forced to put celebration plans on hold. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published May 12, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/postponed-milestones ## Key Figures - Trend score: 4.5/10 - Evidence articles: 4 ## What is the Postponed Milestones trend? **Postponed Milestones:** The COVID-19 pandemic has put many important life events on hold—ranging from birthdays to weddings—as consumers are forced to shelter-in-place. Brands are trying to elevate this burden with giveaways aimed specifically at people forced to postpone these milestones. ## The consumer insight behind the Postponed Milestones trend Consumers are facing considerable stress because of COVID-19 and worry about what it will mean for their futures. This especially impacts consumers who were forced to put important life plans on hold and creates added stress as these events are often time-consuming to plan and cost them financially. As a result, brands are trying to ease this burden for consumers by offering them financial incentives that will help elevate their losses. Brands that empathize with these consumer struggles will authentically foster a sense of trust and, ultimately, win consumer loyalty. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 15 to May 12, 2020 - Published: May 12, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Postponed Milestones trend ### Postponed Milestones Brands are offering giveaways and financial incentives to consumers who were forced to put important life plans on hold because of COVID-19, creating opportunities for brands to authentically foster trust and loyalty. ## What the Postponed Milestones trend means for industry ### For Event Planning and Services As people are forced to postpone weddings and other important events, brands have an opportunity to provide alternative solutions and remote services that facilitate celebrations while minimizing risks. ### For Hospitality and Travel With postponed plans for honeymoons and vacations and people looking ahead to booking travel in the future, brands can offer special promotions, flexible cancellation policies, and alternative options like virtual tours. ### For Food and Beverage As people celebrate birthdays and other milestones in smaller gatherings, or even on their own, food and beverage brands can offer special packaging, personalized delivery, and custom cakes to add to the celebration. ## Workshop question How can you empathize with your consumers' struggles during uncertain times? ## Trend signals for Postponed Milestones Trend score 4.5 out of 10, from popularity 69%, activity 56%, freshness 9%. - Popularity: 69% - Activity: 56% - Freshness: 9% ## Examples of the Postponed Milestones trend 4 featured examples from Apr 15 to May 12, 2020. - [Beer-Branded Wedding Gifts](https://www.trendhunter.com/trends/busch-beer-2020): Busch Beer is Giving Couples Postponing Their Wedding a Year of Beer (Category: Lifestyle) Implication: The wedding planning industry has an opportunity to create new services and packages tailored to virtual weddings and postponed celebrations, catering to the changing circumstance… - [Postponed-Wedding Giveaways](https://www.trendhunter.com/trends/future-honeymoon): Hotels.com Will Give Couples $5k for Their Future Honeymoon (Category: Marketing) Implication: Hotels and travel companies can create new services to help couples plan their dream honeymoons with the $5,000 provided by Hotels.com. - [Postponed Legal Birthday Giveaways](https://www.trendhunter.com/trends/keystone-light-1): Keystone Light is Giving Newly Turned 21 in Lockdown a Gift (Category: Marketing) Implication: Alcoholic beverage companies can create innovative solutions such as at-home DIY cocktail kits or virtual happy hour experiences to cater to customers who want to enjoy their favo… - [Quarantine Cupcake Deliveries](https://www.trendhunter.com/trends/cupcake-deliveries): Baked by Melissa is Delivering Birthday Cupcakes in Lieu of Parties (Category: Lifestyle) Implication: Companies can pivot to offering virtual birthday party planning services and online experiences to help people celebrate special occasions from home. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)