Christmas is just around the corner, and brands have prepared for the holiday season by setting up their holiday marketing strategies to boost their sales during the holidays. It has undoubtedly been a tough year for businesses across the globe, and this holiday season might just be what brands need to help them get back on their feet.
In line with this, on 2 November 2020, Twitter’s UK arm released some new insights that they were able to garner from tweets across the platform. Christmas this year is certainly going to be different from the Christmases in the past, and these trends show that.
Here are some of Twitter’s findings:
- There have been over 43,000 mentions of COVID-19’s effects on the holiday season over the last six months
- 59,000 Tweets have discussed how the ongoing pandemic will affect holiday family gatherings
- There have been 15,000 mentions of shopping at small, independent stores for the holidays
- Roughly 37,000 Tweets have mentioned shopping early to avoid the holiday rush
More people have been talking about the holiday season than the years before. Pinterest also reported on this spike a few months back.
While it may still be awhile before people could resume gathering together and having parties, these trends highlight that more people are looking forward to the holiday season and may want to use the time to reconnect with friends and family members that they haven’t seen during the year.
Twitter was also able to shed some light on holiday shopping behaviors. People seem to be more keen on shopping at smaller establishments, which could boost local economies and help SMBs recover.
Implications for Marketers:
While these trends represent individuals in the United Kingdom, they still showcase the importance of holiday marketing and using the holiday period as a time for recovery for all businesses. Brands should look for ways to emphasize togetherness during the holiday season, while still promoting strict health and safety measures to stop the spread of COVID-19. It is also vital for small businesses to boost their marketing efforts during this time to reach and engage with more potential customers. As Twitter mentions “In a year of unknowns, listening to what people on Twitter are saying can help guide brands through uncertain times.”
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