What consumers want from this year's Christmas advertising
The thought of the first Christmas since the start of the COVID-19 pandemic evokes mixed feelings for many people. The majority want advertisers to create the much-needed festive spirit during this difficult time, as shown by a study by Unruly on Christmas advertising and consumer behavior.
As the Christmas season approaches, coronavirus restrictions are tightening again. It is still unclear under what conditions the festive season can be spent. The current developments also pose difficult questions and new challenges for advertisers.
The Unruly study is designed to help them strike the right note with their advertising campaigns and takes a closer look at how people feel about the Christmas season this year, but also what they expect from advertisers and what feelings and messages Christmas advertising should convey this year. It also looked at when and how consumers plan to do their Christmas shopping and how the Covid-19 pandemic is affecting shopping and consumer behavior overall.
Mixed mood
It turns out that the mood is mixed. Only around 40 percent of those surveyed have feelings of joy and warmth about Christmas this year. Just under a quarter are sad at the thought of Christmas. 7 percent are even decidedly angry.
The message to advertisers is even clearer: two thirds of consumers want Christmas advertising to convey warm feelings in 2020, closely followed by a longing for happiness and messages of solidarity.
Advertising with Covid-19 reference
In general, the majority think that brands should advertise differently this year in light of the current Covid-19 pandemic. Most of them are in favor of Christmas advertising referring to themes of mutual support and charitable projects, examples of how individuals can currently help others or social challenges associated with Covid-19. Only 23% are currently against a reference to Covid-19 in Christmas advertising.
The study conducted in Germany came to five key conclusions.
1. the real Christmas business is just beginning
At 84%, most consumers still have the majority of their Christmas shopping ahead of them. Over half (54%) of those surveyed plan to do most of their shopping in November. 14 percent plan to do most of their shopping on Black Friday.
2. the majority of Christmas shopping is done online
Three quarters of consumers plan to do at least half of their Christmas shopping online. 51 percent even want to do most or all of their shopping online. Many plan to spend the same or even more than last year on various things, such as Christmas presents (75%) or festive food (79%).
3. inspiration is obtained online
Online influences, such as surfing the internet (45%) or online advertising (32%), strongly inspire the search for suitable gifts. Many consumers also think that they will spend as much or more time in front of the various digital screens during the festive season for streaming (73%), watching TV (81%) or surfing (79%).
4. mixed feelings about Christmas
The thought of Christmas triggers mixed feelings in people, but joy (41%) and warmth (40%) dominate. Just under a quarter (24%) of respondents said they felt sad at the thought of Christmas. Christmas advertising should also primarily convey feelings and messages of warmth (66%), joy (65%) and solidarity (62%).
5. brands should advertise differently
More than half of respondents (55%) think brands should advertise differently this year in light of the current Covid-19 pandemic. Most respondents want Christmas advertising to make reference to how support is or can be provided. Only 23% do not want any reference to Covid-19.
The complete "Christmas Consumer Insights Report 2020" can be found on the homepage of Unruly can be downloaded.
