This Christmas will be like no other with high unemployment and unusual spending patterns.
It’s just under 100 days until Christmas and the outlook is foggy but there is opportunity for brands.
Christine McKinnon, Dentsu’s head of intelligence: “With current record levels of savings, low consumer confidence and potential border restrictions, advertisers will be wondering if the 100-day-runway to Christmas will see a change in outlook of Australians.”
Dentsu is tracking sentiment in the lead up to the festive season via the weekly Dentsu Intelligence Social and Cultural Survey.
August research highlighted a conservative approach to Christmas planning with spending intentions falling and only 15% starting planning for the festive season.
According to the Dentsu survey, many look to a small Christmas, are worried about money and have less to spend.
Dentsu says there is a clear role here for brands to be sympathetic and proactive in their approach to Christmas in 2020, helping to make better for millions of Australians.
“The potential actions available to each brand will be different, but clearly anything a brand can do to enhance the value proposition of their product or service will be appreciated by their customers,” says McKinnon.
“For some brands there will be the opportunity to go beyond their core offering and look at ways they can bring relief to Australians under extraordinary pressure at a time when family, friends and fun should be a priority.”
Key indicators to Christmas will be the consumer response to pre-Christmas events, such as Black Friday on November 27 and Cyber Monday on November 30.
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