Gift Guide Alert: Christmas is creeping right into Summer in 2022 - How to Capitalize on Shifts in Shopping Trends This Year.
This year the phrase “Christmas Creep” will take on new meaning. Recent studies and surveys are predicting that American consumers are planning on starting their holiday shopping much earlier than usual this year – and plan to spend more to boot.
Experts Are Recommending That Brands Hoping To Make Their 2022 Holiday Sales Something To Be Jolly About Keep In Mind Several Important Market Conditions:
1) Online sales are expected to level off as we put the pandemic in our rear view mirror. This coupled with increasing shipping costs has consumers rethinking their shopping habits. Economists are predicting a more even balance between the digital and brick and mortar retailers.
2) Americans are expected to spend between 7-9% more in 2022 than they did during the 2021 holiday season, totaling $1.3 trillion.
3) Supply chain issues and increased demand will see consumers grabbing up goods much more quickly. For example in 2021, Home Depot sold through their Halloween decorations in August!
4) Inflation worries have consumers concerned that putting off shopping will make their Christmas list much more expensive. This coupled with scarcity has experts predicting an early surge.
5) Because of supply chain issues and labor shortages, experts are expecting fewer big box store sales around Black Friday, another reason consumers won’t wait to buy in 2022.
42% More Shoppers Worldwide And 37% More In The U.S. Plan To Start Buying Gifts Earlier – The No. 1 Behavioral Change This Holiday.
Brands And Businesses Planning Holiday 2022 Should Incorporate Smart Strategies That Take Current Market Conditions Into Account:
Plan to deliver gift sets, special scents and blends, and other holiday-centric goods early. Order those special containers, ribbons, scents and ingredients now so you have them on hand and aren’t caught by surprise shortages or price hikes.
Moving away from digital and back to local stores puts the onus in terms of advertising and PR on reaching out to regional media. This includes print versions of national magazines, local magazines with long lead times, websites and influencers, and smaller market TV in support of local boutiques and stores.
Support retailers by planning store events that capitalize on local shopping – these can be simple trunk shows, a special display or a launch party for a special product collection.
Early shopping will translate into early gift guides – we’ve already seen several major media websites posting early gift guides this week. Waiting is not an option this year.
