Christmas will be reimagined this year as we face a festive season like no other.
Keen to find out how this new reality has affected Christmas planning, we drew on Hearst’s online audience panel of 60,000+, instant insight polls and editorial expertise, to understand how our audiences expect to celebrate this Christmas.
We know our audiences love Christmas, so unsurprisingly 70% agreed that their ideal Christmas for this year would be one surrounded by friends, family and favourite traditions. However, the disruption to ‘normal’ life caused by coronavirus and the impact of a recession has led to a reappraisal of values and a new-found appreciation and gratitude for the people around us and the things we take pleasure in.
Our editors are predicting that this year our Christmas gifts will be more personal and more considered, evidencing more than in previous years, our love and appreciation for the recipient. This will include a mix of home-made presents, where more time and care has been put into the crafting and/or cooking. We will also see more thoughtful spending on gifts that will be truly valued and cherished.
Hearst audiences account for ￡4.8bn of Christmas gift buying or ￡1 in every ￡3.04. Our consumers are also particularly generous at Christmas with 49% typically buying more presents than initially planned to make their gifts more generous for their deserving loved ones. In addition, 78% state that their financial situation will be the same or better in the next 12 months which means we offer a valuable audience with financial resilience and spending power, which businesses needing the Christmas pound should consider.
Download our infographic to discover how our Christmas gifting predictions, powerful commerce-driving solutions and agility to build adaptable campaigns for the festive season can help you plan your marketing activity for the upcoming season. All gift-wrapped with much-desired positivity, to support our audiences to get more out of Christmas.
Download our infographic to find how you can work with us to build your marketing campaigns for the festive season