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From gift-giving to the year's most anticipated ads - Zappi finds out what audiences really want
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Consumer trends for the holiday season
Gifting decisions
The cost-of-living crisis continues to impact both consumers and businesses. This year, consumers are expecting to shop earlier, shop online and make cuts in key places to do the most with their holiday budgets.
Find out what people had to say!
Top learnings
Most people feel excited about the holiday season this year as it's a time to enjoy the feeling of togetherness and momentary release. Most consumers start shopping early whilst some wait until they can score some late November deals.
The cost of living crisis continues to have an impact on consumers, forcing them to adjust how they shop for food and gifts this holiday season. Looking to spend less overall, many consumers will be buying fewer gifts and looking for these on e-commerce marketplaces and discount stores. Value for money and promotions are the top factors influencing gift choice.
Inspiration for holiday gifts comes predominantly through e-commerce websites, search engines or social media. The younger the consumer, the bigger the influence social media and Youtube have on their gift ideas.
Whilst most people don’t think holiday adverts come out too early, this is the opposite for seasonal products appearing in store. The older the consumer, the bigger the issue with the timing of brand activation during the holiday season.
There is general excitement about the holiday ads, driven by younger adults. What people like seeing most from them ranges from acts of kindness and togetherness all the way to humour.
Seasonal excitement
Despite recent tough financial and political struggles, most people feel excited about the holiday season this year. Across both the US and UK, the excitement comes from a feeling of togetherness - family gatherings, buying and receiving gifts, cooking for people and the joy of momentarily forgetting about day-to-day worries.
61%
"It's been a hard couple of years with everyone due to covid, inflation, etc., so the holidays are a chance to gather with friends and family and enjoy each others company and look forward to a new year.”
“I love the holidays. The weather, the decorations, and the food is top tier. Also the fact that that's when the whole family gets together and just enjoys each other's company. It's the best feeling ever.”
“Great time to be with family and friends and to let your hair down, eat and drink, and forget about the pressures of work and life in general.”
% people excited about the holidays this year (T2B)
Shopping for the holidays
A big part of the holiday season is the lead up to it, the preparation. Most consumers start shopping early whilst some wait until they can score some late November deals.
51%
Consumers across the US & UK typically start their holiday shopping by mid November
This year will be no different but we do see more people waiting for Black Friday deals to hit
Women shop earlier than men, who are more likely to start shopping around late November/early December
% people starting holiday shop early November
Young adults are usually a lot more likely to capitalise on Black Friday/Cyber Monday sales
Cost of living crisis impact
Perhaps Black Friday/Cyber Monday will play a more important role for people this year as most continue to feel the impact of the cost of living crisis. Due to this, people are making adjustments to how they shop for presents and food this holiday season.
How likely is the cost of living crisis to impact your holiday shopping plans?
Top 3 ways in which the cost of living crisis will impact shoppers:
As they look to spend less overall, around 40% of consumers will be buying fewer gifts. Value for money and promotions are the top factors influencing the choice of gift and e-commerce marketplaces and discount stores will be the top destinations.
Inspiration for gifts
Most consumers look to find inspiration for their holiday gifts through Amazon or other e-commerce websites, search engines like Google or social media. The younger the consumer, the bigger the influence social media and Youtube have on their gift ideas.
Thoughts on brand activity
Whilst most people don’t think holiday adverts come out too early, they do think seasonal products take over the aisles a bit too soon - this is more pronounced in the UK. The older the consumer, the bigger the issue they with the timing of brand activation during the holiday season.
Holiday adverts
There is general excitement about the holiday ads this year but this is driven by younger adults (18-35). What people like seeing most in these ads is consistent across countries and ranges from acts of kindness and togetherness all the way to humor.
Memorable holiday ads
When we asked people to tell us about memorable holiday ads from the most recent years, the most mentioned brands were:
Most anticipated holiday ads
Unsurprisingly, people naturally look forward to seeing ads from brands they have fond memories of when it comes to seasonal advertising:
Ahead of the holiday season, we asked 4,000 consumers in the US and UK about their expectations and plans for this year’s celebrations.
We covered:
• Levels of excitement
• Holiday shopping habits
• Cost of living crisis impact to plans
• Gifting decisions
• Thoughts on brand activity
• Seasonal ad expectations
“I love Christmas and buying gifts for my family and friends. I love the magic of Christmas and the joy it brings people.”
+3%
(vs usual)
28%
36%
23%
41%
14%
20%
24%
32%
All adults
18-25
yo
All adults
18-25
yo
16.1%
22.9%
61%
15.6%
29.9%
54.5%
Not likely / not at all likely
Neutral
Likely / very likely
I will spend less on gifts
I will prioritize deals & promotions
I will shop more at discount stores
52.8%
46.2%
45.8%
38.0%
35.9%
32.5%
Most common food shopping behaviours
At least 1 in 3 shoppers will...
Shop around multiple retailers for the best prices
Try to cut food costs (shopping for own brand, discounts…)
Spread food shopping over a few weeks
42%
54%
Will buy more gifts than last year
Will buy the same amount of gifts
Will buy fewer gifts than last year
39.7%
41.2%
19.1%
43.4%
46.2%
10.5%
Top gift-buying destinations:
In the UK, women are more mindful of the gift recipient, getting them something they asked for (33.3% vs 22.9% of men) or that is meaningful to them (28.2% vs 19.3% of men).
looking to buy gifts from
e-commerce marketplaces
looking to buy gifts from
discount stores
US
UK
US
UK
US
UK
US
UK
US
UK
US
UK
Top 5 most important factors influencing gift choice:
Value for money
61%
71.8%
47%
52.6%
43.6%
47.6%
26.4%
28.1%
24.9%
23.8%
Promotions/ deals
Quality
Brand/ product is meaningful to recipient
Recipient asked for item specifically
Where are you most likely to look for gift ideas for friends and family?
Amazon or other
e-commerce websites
Google or other search engines
Social media
Websites of my favourite brands
Youtube
TV
56.2%
44.2%
35.9%
30.9%
21.6%
16.8%
52%
34%
49%
27%
33%
19%
18%
12%
10%
6%
Consumer group
18-25
26-35
36-45
46-55
56-75
Social media
YouTube
Holiday adverts are usually released too early
US
UK
38%
47%
58%
36%
41%
47%
Brands start talking about the holidays too early
Holiday products start appearing in stores too early
US
UK
Holiday ads are released too early
Brands start talking about the holidays too early
Holiday products start appearing in stores too early
29%
33%
40%
32%
37%
38%
33%
36%
45%
42%
51%
56%
56%
60%
65%
23%
29%
43%
35%
46%
53%
39%
47%
60%
52%
62%
70%
57%
68%
76%
18-25
26-35
36-45
46-55
56-75
18-25
26-35
36-45
46-55
56-75
All adults
18-35 yo
All adults
18-35 yo
% people looking forward to this year’s holiday ads:
Top 5 elements people most like to see in holiday adverts:
47.2%
58.2%
46%
55.2%
49.3%
45.4%
46.6%
46.9%
42.5%
44%
40.8%
36.8%
31.5%
35.5%
#1
Most commonly remembered because they’re often emotional, heartwarming and focus on the themes of giving and family. The music is praised and seen as complementary to the meaningful messages delivered.
The characters are huge in helping people remember each JL ad individually - well-crafted and incredibly relatable to the audience.
The most memorable ads are consistent with the top scorers on our analysis here.
Monty the Penguin (2014)
Buster the Boxer (2016)
Give a little love (2020)
Excitable Edgar (2019)
Man on the Moon (2015)
#2
The Christmas truck - it's absolutely iconic and people see it as the signal for the start of the holiday season. The jingle of "Holidays are coming" is highly mentioned as a as are the lights on the truck.
#3
Kevin the Carrot ads stand out for being fun and humorous. The character of Kevin has become a beloved and recognizable figure. The ads are seen as clever, well-thought-out and relatable. See how Aldi have consistently delivered over the years here.
#4
Two ads stood out: the 1914 ad about World War I and Mog’s Christmas Calamity. People mentioned Sainsbury's ads to be wholesome and memorable for focusing on real or relatable events.
#5
Ads featuring celebrities like Shirley Bassey have made their ads memorable. People mention the food always looking fantastic and the ads providing a cozy and traditional holiday atmosphere.
50%
33.7%
23.1%
21.2%
16.8%
16.2%
13.9%
13.4%
12.5%
9.8%
9.2%
7.5%
7.2%
6.6%
5.3%
US
UK
Family/friend togetherness
Acts of kindness
Tradition & festivity
Humor
Nostalgia or emotion
Most consumers look to find inspiration for their holiday gifts through e-commerce websites, search engines like Google or social media. The younger the consumer, the bigger the influence social media and Youtube have on their gift ideas.
Whilst most people don’t think holiday adverts come out too early, they do think seasonal products take over the aisles a bit too soon - this is more pronounced in the UK. The older the consumer, the bigger the issue with the timing of brand activation during the holiday season.
There is general excitement about the holiday ads this year but this is driven by younger adults (18-35). What people like seeing most in these ads is consistent across countries and ranges from acts of kindness and togetherness all the way to humour.
“Great time to be with family and friends and to let your hair down, eat and drink, and forget about the pressures of work and life in general.”
“I love Christmas and buying gifts for my family and friends. I love the magic of Christmas and the joy it brings people.”
Top 3 ways in which the cost of living crisis will impact shoppers:
Thoughts on brand activity
Whilst most people don’t think holiday adverts come out too early, they do think seasonal products take over the aisles a bit too soon - this is more pronounced in the UK. The older the consumer, the bigger the issue they with the timing of brand activation during the holiday season.
US
UK
* I understand the information will be securely stored by Zappi and used by Zappi to keep me informed about Zappi's products, news, and future developments in market research. You can opt-out of these communications at any time either by using the link in the emails sent to you or by contacting us directly at data-privacy@zappistore.com.
Seasonal excitement
Shopping for the holidays
Cost of living crisis impact
Gifting decisions
Inspiration for gifts
Thoughts on brand activity
Holiday ads expectations
Memorable ads from the past
Most anticipated holiday ads
Top learnings