How to Fill Shoppers with Holiday Cheer Even this Year According to Our Holiday Data Trends

A woman prepares a small pumpkin pie in her kitchen in preparation for an intimate Thanksgiving gathering.

Season’s greetings to all! While the season may look different this year, we analyzed Quotient’s exclusive data to help guide your holiday campaigns to provide meaningful and inspiring content to consumers.  

Using our holiday 2020 trend data, we are able to identify what has increased in social media engagement and is top of mind for people for Thanksgiving and December celebrations this year. Discover how your brand can authentically connect with consumers, what our holiday 2020 predictions are and more. 

A Time for Thanks 

This year has been unpredictable in many ways. Despite that, audiences are still focusing on the positive and what they have to be thankful for. Our analysis shows that families are deciding to have smaller, more intimate gatherings and are eager to experiment with new recipes this Thanksgiving. 

A beautiful book is open displaying the sales lifts for several 2020 Holiday Data trends.

With many people celebrating in smaller groups this year, some consumers may step up to prepare dishes for the first time. The terms “Holiday Recipe” and “Cook Along” have increased in social engagement 16% and 64% respectively this year compared to last, indicating that consumers are looking for inspiration and guidance.1 This presents an opportunity for brands to help consumers navigate this unknown period through cooking tutorials or sharing unique and delicious recipes. Through this, brands can make their products part of new holiday routines and future traditions that are being formed. 

Read our full holiday analysis here: 

Using Holiday Data Trends to Set the Stage for Happy Holidays 

Some brands are uncertain how to spread holiday cheer this year. According to CNBC, consumers are beginning their holiday shopping earlier to avoid crowded stores closer to the actual holidays. Businesses like Target, Macy’s and Best Buy began their holiday sales before Black Friday for this exact reason. 

To also dodge large groups of people, shoppers are opting to purchase their presents online. Similar to in-store shopping, consumers are ordering their gifts earlier than usual in order to avoid shipping delays which many companies have forecasted. Adobe predicts that online holiday sales will surpass $189 billion this year.  

Someone orders holiday gifts online with holiday decor in the background.

Our trend analysis shows that the term “Christmas Shopping” has increased in social engagement 93% this year compared to last year.2  By messaging to consumers early, brands are capturing engagement on social media around holiday gift giving.  

Many consumers plan on virtually celebrating holiday events online. The term “Virtual Holiday” has increased 1,146% in social engagement this year compared to 2019.3 With this being many people’s first virtual holiday experience, brands can inspire consumers with content on how to how to throw virtual holiday gathering with games, gift giving, care packages, food, competitions and more.  

2020’s holiday season may be unlike what we’ve experienced in the past, but brands have a chance to fill consumers’ holidays with cheer and celebrate this season of giving by providing shoppers with meaningful value and inspiration. 

Interested in more ways your brand can impact shoppers this holiday season? Check out our On-Demand 2020 Holiday Webinar here:

*Lift for Social Data is calculated by taking the percent change in social engagement this year compared to last year

  1. Quotient Muse Data (7/31/20-9/26/20 vs. 7/31/19-9/26/19) 
  2. Quotient Muse Data (7/31/20-9/26/20 vs. 7/31/19-9/26/19) 
  3. Quotient Muse Data (7/31/20-9/26/20 vs. 7/31/19-9/26/19) 
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