I was recently in my nearby home improvement store (name redacted…no free ads) and came across a full range of holiday decorations set up, serving as a point-blank reminder that Q4 is right around the corner. Every Q4, Basis highlights holiday trends and key takeaways, and this week’s edition of our newsletter covers some of those findings and includes the full guide for you to read at your leisure. Consider this an early gift from our research team!
Highlights (Click for the Full Deck)
- Anticipated Holiday Celebrations: Compared to last year, we have observed a slight decrease in the number of people anticipating holiday celebrations. However, the spirit of the holidays remains strong, with Christmas, Thanksgiving, and New Year’s continuing to be the most commonly celebrated occasions.
- Gift-Giving as a Cornerstone: Despite the changes in celebration trends, gift-giving remains a central way for people to express their holiday spirit and connect with loved ones. This underscores the enduring importance of gifts during the holiday season.
- Shifting Shopping Timelines: An interesting trend emerging from our research is the shifting holiday shopping timeline. Many individuals are now planning to start their holiday shopping as early as October, a departure from traditional patterns. This shift presents unique opportunities for retailers and marketers to engage consumers effectively.
- Online Shopping on the Rise: Our data also highlights the significant growth of online holiday shopping. With the convenience and accessibility of e-commerce platforms, more and more people are choosing to shop online for their holiday needs. This trend is expected to continue its upward trajectory.
- Inspiration from Personal Connections: When it comes to gift ideas, personal connections play a pivotal role. Many consumers are gaining inspiration for their holiday gift choices from sources such as the gift recipient themselves, friends, family members, and online sources through search and social platforms.