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Trending Advent Calendars, Nov. 2021

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Trending Advent Calendars, Nov. 2021

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Traditionally, an Advent Calendar helps count down the 25 days until Christmas, usually with a small item or devotional phrase that is hidden behind a door and revealed on each day.
Chocolate brands were quick to recognize the marketing opportunity in this anticipatory behavior - but today, we can find Advent Calendars in almost any category, from food and beverage to toys, beauty and fashion. Advent Calendars help build loyalty as they connect with consumers daily, having the opportunity to delight and surprise them.

While top Google searches in the UK and the USA include categories such as beauty, chocolate, wine, craft beer and hard seltzer, we saw many brands that managed to break through and star in rising searches (breakout, last 30 days as of Nov. 22, 2021).

Our research on the Stress-Free mega-trend includes the insight that people are reclaiming time: they want to extend good experiences, just as they want to cut short any mundane tasks.

Through Advent Calendars, brands get to help consumers enjoy this pre-celebration anticipation, potentially making their connection with the consumer stronger.
It is no wonder then, that Advent Calendars strive to provide a better value for money with merchandise usually worth much more than the cost of the calendar: it's a marketing opportunity - and a rare one, at that.

What Else Can We Learn from Advent Calendars?

Christmas only comes around once a year - and is celebrated by a third of the population. Consumers are already trying to extend the idea of countdown calendars, to prolongate the celebration of much-anticipated events such as childbirth, marriage or a birthday: consumer-created countdown calendars can be found on C2C platforms such as Etsy, but brands are missing out on the opportunity to enable consumers to personalize a countdown calendar with which to celebrate around the year and regardless of one's religious views.

Traditionally, an Advent Calendar helps count down the 25 days until Christmas, usually with a small item or devotional phrase that is hidden behind a door and revealed on each day.
Chocolate brands were quick to recognize the marketing opportunity in this anticipatory behavior - but today, we can find Advent Calendars in almost any category, from food and beverage to toys, beauty and fashion. Advent Calendars help build loyalty as they connect with consumers daily, having the opportunity to delight and surprise them.

While top Google searches in the UK and the USA include categories such as beauty, chocolate, wine, craft beer and hard seltzer, we saw many brands that managed to break through and star in rising searches (breakout, last 30 days as of Nov. 22, 2021).

Our research on the Stress-Free mega-trend includes the insight that people are reclaiming time: they want to extend good experiences, just as they want to cut short any mundane tasks.

Through Advent Calendars, brands get to help consumers enjoy this pre-celebration anticipation, potentially making their connection with the consumer stronger.
It is no wonder then, that Advent Calendars strive to provide a better value for money with merchandise usually worth much more than the cost of the calendar: it's a marketing opportunity - and a rare one, at that.

What Else Can We Learn from Advent Calendars?

Christmas only comes around once a year - and is celebrated by a third of the population. Consumers are already trying to extend the idea of countdown calendars, to prolongate the celebration of much-anticipated events such as childbirth, marriage or a birthday: consumer-created countdown calendars can be found on C2C platforms such as Etsy, but brands are missing out on the opportunity to enable consumers to personalize a countdown calendar with which to celebrate around the year and regardless of one's religious views.

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Trending Advent Calendars, Nov. 2021

  1. 1. Shivering with Anticip-- Schieber Research, Nov 2021 Trending Advent Calendars
  2. 2. Advent Calendars, or: 25 opportunities to engage and delight Traditionally, an Advent Calendar helps count down the 25 days until Christmas, usually with a small item or devotional phrase that is hidden behind a door and revealed on each day. Chocolate brands were quick to recognize the marketing opportunity in this anticipatory behavior - but today, we can find Advent Calendars in almost any category, from food and beverage to toys, beauty and fashion. Advent Calendars help build loyalty as they connect with consumers daily, having the opportunity to delight and surprise them. According to a Statista 2019 survey, 21% of US consumers say they will get an Advent Calendar bought by someone else and 15% say they will have one they purchased themselves.
  3. 3. Trending Advent Calendars in the USA and the UK: new trends and classic favorites While top searches include categories such as beauty, chocolate, wine, craft beer and hard seltzer, we saw many brands that managed to break through and star in rising searches (breakout, last 30 days as of Nov. 22, 2021). There are a few notable differences in searches between the UK and the USA. For example, UK consumers seem to rely more on retailers to offer them best-value calendars - or turn to well- known or "cult" brands. USA consumers searched for the unfamiliar, premium and/or "as seen on Tiktok". They look more for gaming, coffee, toys and beauty. Limited quantities (and a resulting sell-out) is an important strategy in creating Advent Calendar desirability. Offer brand new and/or exclusive items.
  4. 4. Gaming: Nintendo One of the most talked searched Advent Calendar is not offered to consumers. Nintendo created giant calendars just for TIktok creators who uncover the daily surprises, engaging their followers and creating excitement. As Nintendo tries to raise awareness to its holiday gift options, this campaign can help remind shoppers what the company offers.
  5. 5. Beauty Liberty's beauty box is the most successful and fastest-selling product in the brand's 145 year history. The limited quantity calendar is a regular sell-out and is coveted by beauty lovers for its high value offering. Charlotte Tilbury's limited edition box includes brand new and exclusive products.
  6. 6. Beauty In the UK, Marks and Spencer's offers a very popular calendar full of beauty and personal care products. The pricing strategy is appealing: the box is priced at £300.00, but the retailers offers if for £40.00 when you spend £30 across clothing and home,
  7. 7. Food Bonne Maman's annual Advent Calendar is a popular calendar offering mini jars of jam and honey. This year’s calendar features 24 unique Bonne Maman flavors including exclusive new holiday flavors. And Tiktok's top ice cream trend, mochi brand Little Moons, launched a calendar in the UK.
  8. 8. Behind every door is a Tiny Tony from our rainbow of flavours.. where is your favourite ho ho hiding? Will you open one at a time, or all at once? (no one is judging, our Tiny's are irresistible.) We hope you enjoy our fun, and not so fun, facts about the chocolate industry as you count down, and don't forget to share, it's that time of the year after all. Merry Christmas! Chocolate Cult chocolate brand Tony's Chocolonely launched its first Advent calendar in the UK.
  9. 9. Coffee Searches for coffee Advent Calendars are on the rise; 2 notable US trending searches are Nespresso and Keurig. Nespresso collaborated with Colombian fashion designer Johanna Ortiz to create this calendar.
  10. 10. Personal Care Personal care and cosmetics brand Lush is offering a box full of bath bombs and lotions. Alcohol Liquor curator Flaviar launched a limited-quantity whiskey tasting box. Sold-out for pre-ordering.
  11. 11. Toys Lego continues to trend up, with themed countdown claendars offering 24 gifts. Mattel launched a Minecraft mini figures calendar, a popular search in the USA.
  12. 12. Jewelry The second-ever Tiffany & Co. Advent Calendar features the art of Jean-Michel Basquiat, Equals Pi (1982). Tiffany will make a $250,000 donation from the sales of the 2021 edition to Free Arts NYC, a nonprofit organization that provides art and mentoring programs to youth from underserved communities. available in limited quantities for $150,000.
  13. 13. The Self-Care & Rituals Opportunity Our research on the Stress-Free mega-trend includes the insight that people are reclaiming time: they want to extend good experiences, just as they want to cut short any mundane tasks. Through Advent Calendars, brands get to help consumers enjoy this pre-celebration anticipation, potentially making their connection with the consumer stronger. It is no wonder then, that Advent Calendars strive to provide a better value for money with merchandize usually worth much more than the cost of the calendar: it's a marketing opportunity - and a rare one, at that.
  14. 14. What Else Can We Learn from Advent Calendars? Christmas only comes around once a year - and is celebrated by a third of the population. Consumers are already trying to extend the idea of a countdown calendars to prolongate the celebration of much- anticipated events such as childbirth, marriage or a birthday: consumer-created countdown calendars can be found on C2C platforms such as Etsy, but brands are missing out on the opportunity to enable consumers to personalize a countdown calendar with which to celebrate around the year (and regardless of one's religious views).
  15. 15. www.researchci.com Happy Holidays!

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