The holiday season is quickly approaching. As the weather grows colder, both brands and consumers are wondering what it means to celebrate this season of togetherness while social distancing.
With 2020 driving sweeping changes in shopper behavior, we have seen brands readjust their strategy to address new challenges in the marketplace. And they’re not the only ones. Consumers have also gotten creative in finding safe ways to connect with one another during key occasions. So, we at Quotient created a new eBook to guide your Q4 campaign planning and identify the types of value-driven content that consumers are looking for this holiday season.
Download “The 2020 Holiday Campaign Guide: Trends and Recommendations for Holiday Celebrations” for data-inspired campaign recommendations across the Food, Beverage, Alcohol, Household, Over-the-Counter, Personal Care and Beauty categories.
What Will the 2020 Holiday Season Look Like
This eBook adds a modern, COVID-friendly twist to classic holiday traditions. We’ve compared category-specific trends from the 2019 holiday season with events from 2020 that have been impacted by COVID—including Easter, Mother’s Day and the summer grilling season. By identifying these new behavior patterns and pairing them with historical Q4 trends, we’re able to establish a baseline for understanding how consumers are reimagining classic holiday trends for the current climate.
Curious to see this method in action? Here’s a sneak peek. When looking at Easter this year, our data shows that “Family Video Calls” saw a 525% increase in engagement on social media compared to 2019. Historically, we also know that Whiskey experiences a 23% lift in social engagement around Thanksgiving. So, one campaign idea for brands could be to inspire consumers to host a virtual mixology master class in place of the traditional seasonal cocktails that are often a part of holiday gatherings. Consumers could share recipes and purchase ingredients ahead of time, come together on a video call to mix up their cocktails together and socialize online before sitting down to a holiday meal in their own homes.
The insights in this eBook cover a variety of CPG products for the Thanksgiving, holiday and cold and flu drive periods.
Begin Your Holiday Campaign Planning Today
Our analysis of COVID’s impact on 2020 occasions like Mother’s Day, Easter and summer together with historical holiday data has informed our predictions for how the upcoming Q4 holiday period will play out. As consumers begin to turn their focus to the festive season ahead, we offer data-driven insights and creative inspiration for how consumers can celebrate the season during this new age of COVID. Use this preparation time to plan ahead with a trend-inspired campaign strategy that drives value for your shoppers.
To learn more about how Quotient can bring your Q4 campaign planning to life, download “The 2020 Holiday Campaign Guide: Trends and Recommendations for Holiday Celebrations.”