Post by account_disabled on Jan 9, 2024 5:00:27 GMT
It is more than evident that next Christmas the shadow of the coronavirus will be unbearably long . And in this sense, most consumers want advertisers to cover their ads with messages specially adapted to the special circumstances arising from the pandemic . This is what at least a recent study carried out in Germany by Unruly and Tremor Video concludes . The vast majority of consumers feel that Christmas advertising should appeal to solidarity and hope and simultaneously shine a spotlight on the social challenges that overlap with the pandemic. Consumers ask Christmas advertising for an amalgamation of feelings and human warmth (66%), joy (65%) and solidarity (62%). It is worth noting that 84% of consumers have not yet undertaken their Christmas shopping . 54% intend to carry them out in November and 14% have one date particularly in their sights: Black Friday .
When it comes to finding inspiration to make Christmas gifts, 45% delve into the depths of the Internet and 32% also look at online advertising. Christmas advertising would do well to adapt to the Email Data customer's new consumption habits In this sense, it is not in any way surprising that e-commerce is going to have a lot of prominence next Christmas. 51% of consumers will predominantly purchase their gifts (or all of them) online. And 75% are prepared to spend the same or even more on Christmas presents than last year. This proportion even shoots up to 79% in the case of Christmas banquets.
In general terms, Christmas advertising would do well to adapt to new consumer consumption habits as a result of COVID-19 . After all, 73% of consumers intend to spend equal or more time at Christmas on streaming video services (73%), on television (81%) and on the Internet (79% ). «People are currently looking for joy, warmth and solidarity, also in advertising. At the same time, online shopping is clearly on the rise during Christmas,” explains Sebastian Buss, Insight & Solutions Director at Unruly. And despite the difficulties that have emerged from the pandemic, "advertisers have multiple opportunities before them when it comes to launching advertising adjusted to the current 'zeitgeist' ," he emphasizes.
When it comes to finding inspiration to make Christmas gifts, 45% delve into the depths of the Internet and 32% also look at online advertising. Christmas advertising would do well to adapt to the Email Data customer's new consumption habits In this sense, it is not in any way surprising that e-commerce is going to have a lot of prominence next Christmas. 51% of consumers will predominantly purchase their gifts (or all of them) online. And 75% are prepared to spend the same or even more on Christmas presents than last year. This proportion even shoots up to 79% in the case of Christmas banquets.
In general terms, Christmas advertising would do well to adapt to new consumer consumption habits as a result of COVID-19 . After all, 73% of consumers intend to spend equal or more time at Christmas on streaming video services (73%), on television (81%) and on the Internet (79% ). «People are currently looking for joy, warmth and solidarity, also in advertising. At the same time, online shopping is clearly on the rise during Christmas,” explains Sebastian Buss, Insight & Solutions Director at Unruly. And despite the difficulties that have emerged from the pandemic, "advertisers have multiple opportunities before them when it comes to launching advertising adjusted to the current 'zeitgeist' ," he emphasizes.