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Posted by Dhara on November 23, 2020

 

The Covid-19 pandemic has already dominated much of the year, so it is no surprise that it is also impacting the holiday season. But in a year of challenges, cancelled plans, and lockdowns, the winter holidays offer a silver lining of sorts. They’re something to look forward to.

In the latest Consumer Report “2020 Holiday Outlook” by PwC, the majority of Canadian consumers expect to spend the same amount of money or less this holiday season, with obvious cuts in travel and out of home entertainment. Having said that, Millennial consumers are expected to rely on online for all their shopping, while consumers age 55+ planning to do the majority of their shopping from brick and mortars.  

What do Marketers Need to Know? 

With a mostly homebound holiday for Canadian consumers, we anticipate a surge in digital ad space competition. The fight to get consumers’ attention online will be fiercer than ever. Marketers will have to bring their A-game to social media with creative ideas to cut through the clutter. 

Now is the time to improve your web design, navigation, and UX to provide a seamless experience for customers. 

Prepare your brand’s shopping experience to accommodate BOPIS (buy online, pick up in-store), contactless delivery, curbside pickup etc. 

As per Retail Insider's annual holiday shopping survey, 90% of Canadian believe buying local is the key this holiday, while 83% of consumers agree that buying items made in Canada is important right now more than ever to support local. It’s time to rally to support our communities.  

It is not only about deals and discounts this year. This year is all about connection - connect with your consumers on a higher level by showing your brand’s values. 


While we all find alternatives to our familiar shopping experience and try to keep our spirits high, there is no denying that Canadians will witness a modified holiday experience this year. Family visits, gift exchanges, Christmas eve mass, workplace parties, and the most anticipated part, meeting and greeting Santa will undergo a major change in format. 

At the end of the day, it comes down to what kind of experience you want to provide to your customers while following safety guidelines along with your brand's promise. 

 

Want to learn more about making a marketing impact in a year of chaos? Contact us! 

 

*By clicking the submit button, you agree to receive newsletters and informational emails from BTI Brand Innovations.